Background
Baileys had always been a famous brand among women, with its creamy and sweet flavour profile appealing to many. However, the brand was also associated with traditional gender roles and stereotypes, with ads often portraying women as passive and submissive. Mother London's challenge was to create a campaign that would break free from these stereotypes and empower women to take charge of their drinking experiences.
Strategy
Mother London's strategy for the "Don't Mind If I Baileys" campaign was to create a message that would resonate with women of different ages and backgrounds. The agency identified four key insights that would inform their approach:
Women are tired of being told what to drink.
Women want to make their own choices when it comes to alcohol.
Women want to feel confident and empowered while drinking.
Women want to be able to enjoy a drink without being judged.
Based on these insights, Mother London developed a campaign that positioned Baileys as a drink for women who want to take control of their drinking experiences. The campaign featured a series of TV ads and social media content that showcased women confidently ordering Baileys' cocktails and declaring "Don't Mind If I Baileys."
Execution
The "Don't Mind If I Baileys" campaign was launched in November 2016, with a series of TV ads featuring women confidently ordering Baileys cocktails in different settings. The ads were accompanied by a social media campaign encouraging women to share their "Don't Mind If I Baileys" moments on Instagram and Twitter, using the hashtag #DontMindIfIBaileys.
Mother London also collaborated with popular Instagram influencers to create content that showcased Bailey’s cocktails in a more aspirational way. The influencers shared recipes for Baileys cocktails that could be made at home, as well as photos of themselves enjoying Baileys in stylish settings.
Results
The "Don't Mind If I Baileys" campaign was a huge success, with the ads and social media content generating millions of views and engagement. The campaign helped to position Baileys as a drink for women who want to take control of their drinking experiences, and it also helped to challenge traditional gender roles in alcohol advertising.
According to Baileys' parent company, Diageo, the campaign resulted in a significant increase in sales. The brand also saw a 40% increase in social media followers and a 70% increase in engagement on Instagram.
Conclusion
The "Don't Mind If I Baileys" campaign was a great example of a brand challenging traditional gender roles and stereotypes in advertising. Mother London's strategy of empowering women to take control of their drinking experiences was both relevant and impactful, resonating with women across different age groups and backgrounds.
The campaign's success can be attributed to its creative execution, which featured stylish and aspirational content that showcased Baileys cocktails in a new light. The use of social media influencers and user-generated content also helped to amplify the message and engage with consumers on a personal level.
Overall, the "Don't Mind If I Baileys" campaign was a great example of a brand staying true to its values while also adapting to changing cultural norms. By empowering women to make their own choices when it comes to alcohol, Baileys was able to connect with its target audience and build a more loyal and engaged fanbase.
Moreover, the campaign's success was not only limited to sales and engagement metrics, but it also had a positive impact on the brand's reputation. Baileys was recognized for its progressive approach to advertising, with the campaign winning several awards, including the Grand Prix at the Cannes Lions International Festival of Creativity.
In conclusion, the "Don't Mind If I Baileys" campaign was a great example of a brand successfully challenging traditional gender roles and stereotypes in advertising. By empowering women to take control of their drinking experiences, Baileys was able to connect with its target audience on a personal and emotional level, while also building a more inclusive and progressive brand identity. The campaign's success highlights the importance of understanding your target audience and their values and using creative and impactful messaging to connect with them in a meaningful way.