This story is about how, between 2015 and 2021, Baileys moved from problem child to poster child. Reversing declining sales, a new idea unlocked new occasions, new users and new uses in 153 countries. Shifting Baileys from after dinner liqueur to anytime adult treat. This brand idea was almost twice as effective as anything the brand had done previously. Delivering €250m of gross profit over five years in the markets where it was modelled, €100m more than Baileys’ previous ROI would have delivered, and €70m more than the category’s average ROI.