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Baileys to debut online 'soap opera' on Instagram

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By Natalie Mortimer, N/A

June 3, 2016 | 2 min read

Baileys is set to mix soap operas and social media next week when it launches the first ever soap opera to play out on Instagram’s new video carousel.

baileys soap opera

As part of the Diageo-owned brand's ‘When Coffee Met Baileys’ campaign, the content series will raise awareness of the combination of coffee and Baileys, something the brand has looked to push hard over recent months.

The comedic soap opera, created in collaboration with Mother is an eight part series that will play out over a two-week period in Great Britain. Followers of @baileysofficial will see the episodes released into their feeds on a daily basis and then play out across two separate video carousels supported with paid media.

For those unfamiliar, the video carousel provides both a platform for video and allows for a sequential content experience: a series of connected videos that tell a story.

The soap opera itself focuses on 'Coffee Pot' as he strays from lifelong partner 'Milk' and discovers the delights of 'Baileys'. The triangle becomes even more complicated when Swiss Muesli finds himself embroiled in the drama.

Baileys’ global content creation manager, Chin Ru Foo, commented: "Baileys is a brand that enjoys a lot of love online – so we look to create content that delivers inspiring ways to use and try it. Here we are dramatising a delicious combination, and Mother are helping us tell that story with tongue firmly in cheek."

The characters don’t move or have facial expressions but are animated through camera angles, editing and lighting.

Episode one will be released on 7 June.

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