Baileys targets millennial women in new global ad campaign

Irish liqueur brand Bailey’s is launching a global push a new generation of Millenial women toward the drink with the release of a new TV commercial which celebrates the ‘power of female friendship’.

Devised by BBH London the global campaign is dubbed ‘Here’s to us’ and depicts women the world over coming together on nights out to raise a glass to one another. It also introduces a new serve, Baileys shaken over ice and served in a shot glass.

The 60 second piece was directed by thirtytwo at Pulse Films with an all-female agency team and predominantly female production team and features music by The Go Go’s, a female American rock band.

A print campaign will accompany this work with a series of ‘epic toasts’ shot by fashion photographer Steve Heitt.

Caroline Pay, creative director at BBH London, said: “Baileys was due a shake-up, a reintroduction to a new generation of women, a meaningful role in a girls night out - the brand having had been hidden at home for far too long. We had a lot of fun shooting this, and I really hope that comes across on screen.”

Ros Healy, Diageo global content creations director, added: “This campaign marks the next phase in our exciting journey to re-ignite the true essence of the Baileys brand by celebrating the brilliant spirit of women. We wanted to shine a light on the insight that women bring out the brilliance in each other and hope that this TVC expresses that particular magic you feel when you’re with your best girlfriends, inviting women around the world to raise a toast with Baileys.”

The campaign will initially launch in the UK, Western Europe and the US before rolling out globally.

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