How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London

Baileys was loved, but was not being consumed. This is the story of how the team expanded beyond cocktails into the high growth world of adult treats. A 2020 IPA Effectiveness Award winner, this is the "part cake, part booze, pure pleasure" journey. See the creative on our site.

Episode metadata supplied by the publisher feed · Published Feb 3, 2021

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How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London

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