Magazine article Marketing

Recall: Adwatch 10.12.08 - Baileys

Magazine article Marketing

Recall: Adwatch 10.12.08 - Baileys

Article excerpt

The seasonal favourite seems to have lost its sparkle as we head for a frugal Christmas.

It's that time of year again, but the more tinsel we put up, the less fun it seems. To avoid getting all humbug, we need more booze. Baileys. Yes, that should keep the two 'c' words off our lips. And despite continued sales decline, Baileys is partying like it's 1999.

Baileys was the first liqueur to stabilise alcohol and cream together without separation. The alcohol also acts as a natural preservative to the cream. Its advertising is also a natural science with ingredients comprising a metrosexual buffoon, a heroine with a hot mouth, ice cubes and the Baileys money shot.

When the next civilisation scrapes our microchips from the sedimentary layers of the Amazon, they will find Baileys ads. Cultural capsules. They will piece them together; the one with the heroine with the hot mouth kissing the metrosexual buffoon at the bar, the one with the hot-mouthed heroine floating in the money shot of Baileys and a sea of metrosexual buffoons, the one that was just a really long money shot over ice. …

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