Marketing Planning and Strategy Baileys Case Study How does Baileys build and communicate brand values? Baileys adopted different communicating strategy since its launch. Some of them were successful and other failed but the advertising choices made by the company managers lead the brand to the first position of liqueur brand in the world. At first the brand bet on its Irish heritage and the taste of its product. Baileys put a slant on the magic taste of the cream mixed with whiskey and on the natural ingredients which Baileys were made of, with this advertising the cream is real, the whiskey is real, only the taste is magic”. They also insist a lot on the Irish origin of their products through to the history, traditions and the products used in the liqueur. Baileys suffered of a traditional and very formal image and was considered as an occasional drink by the consumers that is why the brand managers decided to promote their products through different advertising campaigns which built a new image to the brand: a contemporary and informal drink for everyday. In the 1980’s and 1990’s the brand was promoted through different advertising campaigns that helped to build their actual strong image: the “Cat” and the “Iceman” advertising campaigns for instance in the 80’s-90. The “Iceman” campaign aim was to promote the use of Baileys cream liqueur in pubs by using ice with it and then to break the occasional use and image of the product. The company chose to sponsor for instance the “World European figure ice-skating championships” to attract more consumers. This campaign leads to a significant increase in consumption of Baileys on ice from 42% to 65% in ten years. Baileys Company also built their brand values through the launch of new innovating products. In 1995 they tried to distribute Baileys Light but it did not work so they prefer to focus on new tastes. They took into account the importance of trends as the coffee time importance in our