International Distillers and Vintners has introduced a humorous vein
into its advertising for Baileys with a TV campaign that continues to
reposition the drink as more than just an after-dinner tipple at
Christmas time.
The commercial, created by Court Burkitt and Company, opens on a couple
in evening dress walking into a slow, old-fashioned lift. Viewers don’t
see what happens in the elevator but, at its first port of call, a
little old lady is so scandalised when the doors open that she shields
her dog’s eyes from the scene within.
At the second stop, a businessman is waiting with his wife. When the
doors open he is instantly drawn in by what he sees in front of him, but
is restrained by his spouse.
Finally, the elevator reaches its destination and it is revealed that
the pair are simply enjoying an innocent glass of Baileys. However, both
have smiles on their faces, and a couple boarding the lift gratefully
accept the Baileys as a gift. ‘Baileys? Whatever next?’ is the endline.
Hugh Burkitt, chairman of Court Burkitt, explained that the 40-second
commercial was the first wave of a pounds 2.5 million campaign to
persuade consumers to drink Baileys whenever they go out, rather than
just at home.
He said the agency’s previous work, featuring a man bringing sacks of
ice to put in the drink, had been successful in encouraging people to
drink Baileys with ice, rather than just as an after-dinner liqueur, and
in attracting younger drinkers. The new campaign, which breaks this
Sunday, was designed, Burkitt said, to take this development further and
unlock new occasions for drinking Baileys.
Written by Mike Court and art directed by Nick Scott, the film was
directed by Sandra Goldbacher through Rose Hackney Barber.
After an initial pre-Christmas burst aimed generally at upmarket
drinkers, a more targeted approach designed to change the opinions held
by twentysomethings about Baileys will become apparent in 1997.
Court Burkitt handles media buying and planning on the account.
