HAVE YOUR CAKE & DRINK IT TOO!

BAILEYS BIRTHDAY CAKE

Baileys Birthday Cake was first launched as a GTR exclusive in 2021, and being so popular, has subsequently been released as an LTO in an increasing number of global markets. Relaunched in July 2024, in Ireland to commemorate Baileys 50th Birthday.

The campaign creative celebrates imaginatively indulgent treat moments with a grown-up twist – the perfect way to ‘cut the cake’ with friends.

Two key campaign lines were developed for market nuances,

‘Baileys Birthday Cake, Let’s drink to that!’ and ‘Baileys, Have your cake & drink it too!’ – capturing Baileys part cake, part booze, pure pleasure brand essence.

Forget plates! All you need is a glass!

Baileys Birthday Cake AR Experience

We create excitement and fanfare around gifting Baileys Birthday Cake with theatre, colour and celebratory birthday party vibes.

The Baileys Birthday Cake AR experience will surprise and delight recipients with a joyful canon of bells, whistles, party poppers and confetti. A playful and sustainable way to elevate a loved one’s birthday with added personalisation.

For Baileys 50th Birthday in July 2024, they celebrated with everyone who shares

a birthday that month.

Baileys Birthday Cake DOOH takeovers will run a live stream of birthday good cheer and best wishes posted for loved ones on Baileys Instagram and social feeds. #BaileysBirthdayCelebrations

DOOH sites will display real-time content, inviting passers-by to share Baileys Birthday Cake cocktails, with a special QR code offer, driving footfall to partner outlets.

The campaign creative and KVs were used across the ecosystem and BTL toolkit.