The team was briefed to develop a communications platform that could run over a number of years in key African markets. Unlike much of the rest of the world, African consumers do not necessarily see the brand as limited to niche occasions, such as Christmas. Baileys is reported to a popular premium spirits brands in Diageo's portfolio in West Africa, appealing to both men and women, with the brand being seen a both approachable and accessible.
"We were looking for a campaign which spoke to the Baileys consumer in Africa. We wanted to capture the close, warm and affectionate codes of conduct that exist across various social relationships", explained Jane Birkin, Diageo Spirits marketing director for Africa.
The campaign developed by TJDR focuses on the concept of 'sharing with your VIPs', and positions Baileys as a drink to share with 'special' people in your life.
The team at TJDR explored the concept of what respect and affection meant in these markets. Research showed that these concepts did not only talk to traditional values, but also about a one-on-one genuine respect and affection shown to those a person is close to.
"We wanted to show Baileys as the drinks to share with 'special people' - those in a person's life who are most important and who they respect," said Peter Biven, business unit director at TJDR.
Flighted for the first time in January, the campaign consists of one TV commercial, in four formats and two languages, and two outdoor executions. The focus is on key markets Nigeria, Ghana, Cameroon and Kenya, although other African markets will also run the campaign. The campaign is the first for Baileys to run in these markets which focuses on building brand equity, over and above purely price and deal led promotions.
