BAILEYS ALMANDE MAKE IT YOURS
Task:
Relaunch Baileys new line extension, Baileys Almande, as a smart
adult treat in order to drive “flexitarian” consumer penetration.
MULTI
CULTURAL
re:vision
DIVERSITY
IS IN
OUR DNA
MULTI
GENERATIONAL
MULTI
ETHNIC
GENDER DIVERSITY
ECONOMIC DIVERSITY
RELIGIOUS
DIVERSITY
shiFt
focus on new markets
40%
The percentage of the US population that African Americans, Asian Americans and Hispanics currently represent which is growing.
Source: Nielson
BUSINESS CHALLENGE
Sales in decline and not meeting purchase potential
Almande has not expanded beyond seasonality
Distribution is extremely limited
But...
Almande has potential among a millennial multi-cultural
flexitarian audience
Rather than focusing only on solving brand objectives, we help brands uncover truths. We uncover the human truth, truth of the moment/environment, and the brand truth. We then look for that single truth that will be distinct and drive resonance with the audience.
human truth
A campaign created by flexitarian millennials
to serve flexitarian millennials.
CREATE YOUR EXPERIENCE
TELL YOUR STORY
