Baileys Almande is a delicious and light tasting spirit from the Baileys trademark made with real almondmilk.
Brand Value
Baileys Almande is Baileys delicious, guilt-free, free-from option. Almande is versatile and can be enjoyed during any weather, any season, and any occasion. Almande is a blank slate.
Business Challenge
People mainly buy Baileys trademark once a year as a holiday treat - and therefore Baileys Almande, too.
But Diageo wants to broaden seasonality and increase sales of Baileys Almande, while creating an emotional connection.
Research
(Based on surveys, a focus group, ethnographic research, and secondary research)
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Target
Multicultural Millennial Women
Segments
Experiential Indulgers
Enjoy rewarding themselves with new experience provided by brands. She wants what she wants and always embrace the chance to have some fun in her daily life. They focus more on experience than products.
“More than 78% of millennials would choose to spend money on a desirable experience or event over buying something desirable.” -Study by the Harris Group
“Women want to know more about brands and the lifestyle brands sell and how products are going to make them feel.” - The Mediterranean Journal of Sciences 2017
Good Mixers
Value relationships and togetherness. They are optimistic and love sharing information with friends. And also more likely to interact with brands.
“75% of women in high ranking positions have a female-dominated inner circle, or strong ties to a few women within their network who they are in frequent contact with.” - PNAS Study
“Female are more likely to interactive with brand than men.” - Weber Shandwick Report
Fit Foodies
Health-conscious drinkers, willing to find a middle ground between indulgence & health. And this is the audience segment we would like to focus on.
“53% of consumers aged 18-34 drink plantbased milk.” - Mintel 2015-2018.
"Exercise is the driving force behind jumpstarting healthy lifestyle changes, but people also want to make the food a part of the emotional experience of a healthy activity.” - Mintel 2019
Where These Women Live?
Large Urban Areas
These top 5 cities show highest percentage of target population purchasing Baileys.
New York, Boston, Detroit, Philadelphia, Chicago
Why Women Drink?
Women drink together not just during the holidays.
They drink together on lots of different occasions.
“Personal achievements of my own or friends/family members.”
“Passing tests.”
“Finishing a big project.”
“When things just go right after going wrong for so long.”
Communications Solution
INSIGHT-
Any time women are together,
it feels like an occasion.
MESSAGE-
Almande can turn an everyday occasion
into a celebration.
CAMPAIGN IDEA-
Alamande Sweetspot
A Sweetspot is the moment when everything comes together beautifully. This campaign encourages women to look for the sweetspot, the special in the everyday when celebrating together.
Call To Action
Do: Make things that bring the idea to life vs just saying something.
Invite: Invite consumers to play and create content vs trying to control all the content.
Document: Instead of interrupting, capture consumers participating.
Share: Share the story via earned and owned media vs relying solely on paid media.
Executions
Experiential and PR Focused Campaign
To taste Almande is to love Almande (and ultimately buy Almande), the campaign will be executed with experiential executions amplified by PR efforts - specifically influencer marketing. In additional to owned and earned media, there are a few key paid media creative executions as well.
Campaign Phases
A Tease phase to build a little mystery.
A Play phase to get consumers to interact with the product.
A Drink phase - because as our research shows - trying is buying.
Phase 1: Tease
Scratch & Sniff Posters
We’ll create an air of mystery by rolling out our campaign in early summer as the weather warms up by blitzing NYC & LA with a series of 2D large-format posters placed in “sweetspot adjacent” locations (places women like to go, that they consider a treat/sweetspot).
A series of 3 large format scratch & sniff wallpaper posters with scratch-off rewards in partnership with Drizly.
Magazine Ads
Magazines are experiencing a comeback. So we’ll place singlepage ads with scent strips in magazines with high pass-along that women typically read in salons and spas. The scent strips will intrigue readers, who’ll be surprised the almond scent isn’t for a new perfume but for a new brand of Baileys.
Phase 2: Play
To be more interactive in this phase of the campaign. People will be invited to play. Digital displays will be placed all over the city in “Sweetspot adjacent” locations and will invite people to play the “find your sweetspot” game. In order to play, they have to stand in a sweetspot. Their reward for tapping on screen sweetspots: the ability to unlock a Snapchat lens: a beautiful crown of almond flowers and a link to learn more.
Phase 3: Drink
In the next phase of the campaign, consumers will be able to experience a fun way to taste test and ultimately buy Baileys Almande.
Hitting the streets in and around NYC and Los Angeles, rolling out a fleet of pedal buses - mobile, trackable Almande Sweetspots - that will give consumers a free, fun ride to a Sweetspot party where they can taste test Almande, download our app, and get discount codes to buy. In addition to physically conveying consumers to a Sweetspot to try Almande, these pedal buses act as moving outdoor boards.
Send/Join a Sweetspot App
People can track our Pedal buses to see where they are in the city with our stand alone Baileys Almande Sweetspot app. In addition to tracking the pedal buses, the app will also let users invite their friends to join them at geo-fenced Sweetspot, send a Sweetspot party to them, or order Baileys Almande to be delivered to their doorstep via Drizly. Influencers will be the first to try the pedal buses and Sweetspot app.
Local Soul Cycle Sweetspots
Here’s another way Almande will be brought to the people. The micro influencers will help spread the word about Soul Cycle Sweetspots - parties in actual Soul Cycle locations. Why Soul Cycle? The audience, and many of the influencers are into fitness. So it will feature a few of them in a place where they find their Sweetspot - along with their friends and followers - at Soul Cycle. This is in keeping with the trend of high-end gyms becoming publishers.
Turn it up with 25 Soul Cycle Sweetspots
The culmination of the campaign will be when we turn things up to get more attention and build demand by sponsoring #Sweetspot celebrations in all New York and Los Angeles Soul Cycle locations - 18 in NYC and 7 in NYC = 25 in all… Imagine all of our influencers and all of their followers spinning and celebrating together afterward at the Baileys Almande Sweetspot treat bar they’ll find inside their Soul Cycle. All while posting, tweeting, and videoing away...
Throughout the campaign still photos and footage of the micro influencers, their followers, and consumers will be captured. Video footage captured will be repurposed to create YouTube pre-roll ads or additional Hulu spots. Influencers and their followers will also be an important content creation vehicle for Baileys Almande, creating content that shares their experiences and amplifies the message.
3R’s
Reach (the number of followers, the size of the platform)
(5k-20k followers)
Platforms: Must have Instagram, Maybe YouTube, Twitter, Facebook
No conflict of interest
Relevance (the alignment of values of the influencer, the brand and the target audience)
These millennials cherish their female friendships and celebrate life and are health conscious. They’re into fitness and eating well. We are looking for women that already show in their Instagram doing what they love, and just having fun with friends and family.
Resonance (degree of engagement of the influencer’s audience with the content that he/she creates)
Micro Influencers
#SweetSpot
Media Coverage through Publications
Publications that will be used to target the audience to achieve earned media and publications that resonate with millennials:
1. BuzzFeed
2. The New York Times
3. Vice Media, Inc.
4. The New Yorker
5. Elite Daily
6. Refinery29
7. Vox Media Inc.
8. Thrillist
Measurement
ESTABLISH AND MAINTAIN THE RELATIONSHIP WITH CONSUMERS
Shift Attitudes
Change Behaviors
Create Social Conversation
ENHANCE BRAND VALUE
Increased Brand Awareness
Build Demand
Increase Sales (Drizly)