The global ‘Don’t Mind if I Baileys’ campaign rescued the cream liqueur from cultural irrelevance and declining sales volumes, to become a modern and versatile treat for adults. Combining consistent semiotics for creative elements and greater use of shorter, digital media formats and content partnerships, the new approach also emphasised optimisation and learning mid-campaign. This paper outlines evidence that communications activity helped re-frame the brand and increase its usage. Between 2014-2019, global volume sales grew 32% and Baileys recovered 1.6 percentage points of global volume share.