Diageo has released two adverts for Baileys to mark the launch of a new global 'platform' for its flagship cream liqueur.
The initiative, titled 'Bring on the Baileys', is described as a "year-round platform" but has been launched to coincide with the "holiday" season. Two short-form spots, 'Earrings' (below) and 'Skater' (bottom), will roll out in the US across social and digital channels later this month, Diageo said.
Further activations will roll out in Australia, the Netherlands and the UK from next month.
Alongside the ads, the campaign includes out-of-home advertising, social media content and radio spots.
The brand owner is also releasing a range of limited-edition holiday-timed SKUs, including candy canes attached to 5cL bottles, bottle bows and a cocktail glass box set.
“With ‘Bring on the Baileys’, we’re bringing a bolder, cheekier energy to the indulgence people already love us for,” said Diageo’s director of liqueurs, Olivia Kupfer. “Part treat, part booze, our creamy, smooth liquid over ice delivers the familiar taste fans count on while introducing a new generation of Baileys drinkers to this beloved ritual.”
In results from the 12 months to the end of June, announced in August, Diageo posted a 2% dip in fiscal 2026 sales as declines in the second and fourth quarters pulled down on flat performances recorded in quarters one and three.
