Baileys Introduces Chocolate Luxe With £10m European Push

Baileys is releasing a TV spot as part of a £10 million push across Western Europe to promote its Chocolate Luxe drink.

The new drink is a mixture of Baileys Irish Cream and Belgian Chocolate, and was created by Anthony Wilson, the principal liquid developer at its parent company Diageo and whose father helped created the original Baileys drink.

The campaign, called “Baileys brings chocolate to life”, launches  October 9. The stylised TV spot resembles the opening credits of a James Bond film and features a women seemingly swimming in Baileys.

The ad was created by 101, written by Tim Donald and Misha Newby and directed by  Johnny Hardstaff through RSA Films. The agency also created the print ads, which rolled out on 7 October.

101 worked with R/GA on the campaign, with the latter producing Baileys’ first online video, called “liquid alchemy – the art of Baileys Chocolat Luxe”. R/GA was named Baileys’ digital agency of record after a competitive pitch in March.

The online ad features a mechanical installation that pours the perfect glass of Baileys in a similar fashion to Honda’s “cog” ad and was made without using CGI. The spot was created by Iain Robson and directed by Juriaan Booij through RSA Films.

Carat and Unity handled the media planning and buying.

Orla Flanagan, global marketing manager at Baileys, said: “A product as iconic as this deserves to be put on a pedestal. We’re delighted with Johnny, Dan and 101’s contribution to a once-in-a-generation launch.”

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