Baileys: Persuading Young People to Drink Bailey's with Ice
In a declining market Baileys was transformed into a new drink - Baileys with ice - and so attracted younger drinkers, making it fashionable to drink in pubs. Strategy had been that product could not be changed so change the way it was drunk. Iceman TV campaign, sales responded well with volume sales increasing at a time when competitor brands were in decline due to severe recession. Drinking on ice became the norm.