The new bottle, designed by acclaimed agency Lewis Moberly, has been heightened and the shoulders lifted, to give a more elegant profile and pose a more alluring and impactful prospect on shelves worldwide.
The bottle re-design follows the announcement made in October 2012 of the brand’s most ambitious global marketing campaign to date, created by BBH.
The ‘CREAM WITH SPIRIT’ campaign was launched across TV and print on every continent around the world, with the aim of shining a light on women and celebrating the spirit of modern womanhood.
Garbhan O’Bric, BAILEYS Global Brand Director, said:
“We have created a beautiful new bottle which is both modern and stylish, with a greater sense of femininity. Baileys is a brand that appeals specifically and uniquely to women, and through this re-design we embrace and celebrate that timeless appeal in a fresh and contemporary way.”
The bottle, which will launch globally from March 2013, awakens the powerful and dramatic brand icon – the ‘Double B’ – elevating its visual prominence.
The new Original Irish Cream bottle also features a fresh interpretation of the iconic label, and new typography to compliment the stylish new look.
The new bottle will also house four unique flavours: caramel, biscotti, coffee and hazelnut, which are perfect to add a touch of magic to women’s favourite everyday indulgences; delicious poured over coffee or ice cream.