Although a loved drinks brand, Baileys was consumed infrequently and in small amounts. Sales were declining by 8% a year. To restart growth, the ‘Don’t mind if I Baileys’ strategy re-framed Baileys as a real adult treat. Creative highlighted the versatility of Baileys as a food and drink ingredient using a channel mix including TV, programmatic, and social content. Following the activity, the number of ways people consumed Baileys grew by 30% and sales volumes increased by 11%. This case estimates there was a 54% increase in annual net profit despite lower investment.