Baileys

Baileys is another company that has recently come out with a memorable ad campaign. In their ads they stress a relaxed, social environment. Everyone is having a good time, and of course drinking Baileys. They also stress how Baileys can help with social interaction. For example, in their latest commercial the setting is a gathering a bartender is pouring Baileys and then catches the eye of a woman relaxing next to the bar, she sees that a drop of Baileys is about to fall from the bottle and raises her eyebrow—Sense of Play comes on the screen. As the drop falls from the bottle, about to fall in the woman’s mouth another man sitting next to her puts his glass above her and catches the drop in his glass—Sense of Timing comes on the screen. The three laugh. It’s a creative take on the product, and focuses on the drinking environment in which their product is appropriate. Although the product is always in sight, it is in the glass and the bottle is only shown a couple times. This could be improved so that people are sure to remember what product is being advertised. Still, here I am, a non-Baileys drinking and I remembered the ad and what it was for, hence it is somewhat effective.
Baileys sets itself apart from other alcohol commercials, much like Corona, because it uses a non-stereotypical setting. Instead of a rowdy, crazy party like some commercials, theirs is calm, more like hanging out with friends. The message there is that it is a mature product. Not something for college grads, but rather a drink for a sophisticated palate. Another thing that the Baileys ad campaign stresses is drinking their product alone. It does not need anything added to it, it is just perfect by itself. This is a lot like Smirnoffs ads explained earlier.