Art Direction & Design

Problem
Baileys introduced Baileys Deliciously Light, a new expression with 40% less sugar and calories than Baileys Original Irish Cream. The challenge was to launch the product in a way that clearly communicated its lighter profile while still reinforcing the indulgent, treat-yourself spirit that Baileys is known for at shelf.

Insight
Consumers often view indulgent cream liqueurs as an occasional treat. But a lighter version removes some of the guilt, making it easier for people to justify enjoying those moments more often.

Idea
Bring the “treat yourself more often” mindset to life through a cohesive retail launch - developing the in-store key visual along with displays, branded launch kits, and custom retail elements that highlighted the product’s lighter credentials while keeping the indulgent Baileys experience front and center.