Magazine article Marketing

ADWATCH: Baileys Promotes Guilt-Free Pleasure in Smaller Bottles

Magazine article Marketing

ADWATCH: Baileys Promotes Guilt-Free Pleasure in Smaller Bottles

Article excerpt

The Diageo liqueur brand says any excuse will do if you want to indulge in a mini treat.

Irish cream liqueur Baileys is encouraging consumers to view its Minis variant as an accessible little everyday treat with a series of ten-second ads that appear in this week's Adwatch table at number 11, with a recall of 46%.

The three executions in the 'Any Excuse' campaign, created by J Walter Thompson, have aired since September 2.

'Kids', the execution featured in Adwatch, begins with a male voiceover asking 'Did the kids behave alright?' as the line appears on-screen.

A female voiceover replies, 'Oh, they were a right handful, they just wouldn't go to bed.' But this time, the on-screen text replaces the word 'handful' with 'angels' and 'they wouldn't go to bed' with 'they went straight to bed'. The ad ends with the strapline 'Baileys Minis. Any excuse'.

The other executions in the campaign, 'Gym' and 'Cake', follow similar lines. 'Cake' begins with a woman's voice saying, 'Oh, I ran all the way to the high street and then jogged back,' while on-screen it baldly states that she ran to the cake shop and strolled back. …

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