BAILEYS GLIDE

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BAILEYS GLIDEDelivering a longer-lasting
Baileys experience

• STEVE J WILSON

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Baileys has been a fantastic brand to innovate
from

• More drinkers in GB than any other alcoholic
  drinks brand
• 14 million drinkers (source Millward Brown)
• Higher brand affinity scores than for any other
  alcoholic drinks brand amongst its consumers
• 89 of its drinkers are adorers/adopters (source
  Link Consumer)
• Baileys consumers split into 2 groups
• 3m core regular consumption throughout year
• 11m occasional consumption mainly at Christmas
  special occasions

There is a big opportunity to increase
consumption amongst Baileys occasionals
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Baileys innovation has been focussed on removing
barriers to more regular consumption
11 million Occasional drinkers
Some occasional consumers think Baileys is too
rich and too short to be part of their regular
drinking patterns
Some consumers only drink Baileys at Christmas or
on special occasions
Issue
A new format which allows drinkers to enjoy
Baileys on everyday occasions
Innovation focus
A longer-lasting Baileys
Introducing Baileys Glide..
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Baileys Glide was developed to meet consumer
demand for a longer, lighter Baileys experience

• Proposition
• A longer, lighter Baileys experience, 200ml, 4
  ABV
• Perfect for those occasion when you are catching
  up with friends and having a chat / gossip
• Brand Personality
• Social, approachable, genuine, light-hearted,
  sassy
• Target
• F21-44 Baileys Occasionals

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Glide fulfils our existing innovation model by
leveraging parent assets via (functional) format
advantages
BAILEYS Emotional Values
(RTD) Format Benefits
Sensuousness Indulgence Togetherness
Refreshment Longer Portable Badging Easy Sociabili
ty Contemporary
ApproachableThat I value myselfSelf-assuredSens
ual
a longer, lasting Baileys experience
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On top of the commercial benefit, Glide can pay
rent to the parent by extending usage beyond its
heartland - into more sociable On Trade occasions
Baileys
Glide
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BAILEYS GLIDEA comprehensive process generated a
short-list of alternatives these were
quantitatively tested...
Functional
Emotional
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Consumer update - Baileys has transformed into a
range of variants, each with a clear consumer
role, extending the brand through new occasions
The sensuousness of Baileys makes connecting more
pleasurable (Playful, Stylish, Approachable,
Confident)
BAILEYS PARENT Regular treating e.g. planned
get togethers with friends family
BAILEYS MINIS Everyday impulse e.g. kids to
bed, watching TV
BAILEYS GLIDE Everyday socialising e.g. drink
after work, girls get together
Baileys Glide helps extend the brand into more
sociable occasions
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Launch impact to drive awareness, understanding
and trial
Launch press - page advertising
Launch advertorials (gossip magazines - Heat,
OK, Hello, Now, Closer magazines)
Launch outdoor
Launch RM
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Customer data shows consumers are buying into the
Baileys Glide proposition in significant numbers

• Asda Gate 5 forecast 6 actual cases (24x200ml)
  p/mth
• Launch c. 260 stores, 1.24 trial price,
  checkout displays
• Week 1 sales out 6,500 actual cases - c. 25
  cases per store
• Week 2 sales out 6,500 actual cases - c. 25
  cases per store
• Week 3 sales out - 9,100 actual cases - c. 35
  cases per store
• Week 4 sales out 5,600 actual cases c. 21.5
  cases per store
• Sainsburys Gate 5 forecast 4 actual cases (24
  x 200ml) p/mth
• Launch c. 402 stores, 1.29 trial price,
  off-shelf in 200 stores
• Week 1 sales out (4 days only) 1,600 actual
  cases - c. 4 cases per store

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Ongoing presence to drive top of mind awareness
and repeat purchase through to Christmas
Ongoing gossip magazines sponsorship (Heat, OK,
Hello, Now, Closer magazines)
Ongoing press - page advertising
Sampling to drive trial