Garbhan O'Bric

Baileys global brand director


It is no exaggeration to say that the past 12 months have been defining ones for Baileys and are firmly the result of O’Bric’s confident and bold brand reinvigoration. The cream liqueur brand capitalised on its position as the Christmas tipple of choice with a festive Nutcracker-themed spot for 2013, which raised the creative bar. O’Bric has also continued to champion NPD, with the launch of Chocolat Luxe, which came to market without reliance on heavy discounting. In addition, the charismatic marketer signed a wide range of deals to promote the launch of Baileys’ sponsorship of the Women’s Prize for Fiction.