The brief
Come up with an always on activation connecting Baileys to the cultural calendar in Sweden.

The work
The Semla is a hugely popular Swedish pastry served on the run up to Easter. Together with desert and baking expert Tea Malmegård, we created a Baileys style semla – Semleys. Semleys was a semla with Baileys Salted Caramel inside as well as in the hot milk that it was served with. The Semleys were sold at Tea’s restaurant Doma Stockholm for one week. We also arranged influencer gifting with the Semleys and a PR outreach with the recipe to create even more visibility for Baileys.