R/GA Toasts the Holidays for Bailey’s

By Erik Oster 

R/GA London rolled out a digital holiday campaign for Bailey’s, an extension of the brand’s global “Here’s To Us” campaign targeting millenial women, created by BBH London.

The digital extension celebrates getting together with friends — whether it’s going out and trying new places, as in “Here’s To Getting Together” (above), or staying in and hanging out, as in “Here’s To Staying In” (after the jump). Both videos, which launched in the UK last month and are now rolling out across Europe, feature montages of quick shots which together tell the story of a night with friends. In “Here’s To Getting Together” it’s “trying new places,” “catching up… on everything,” waiting for that one friend who’s always late and having just one more side dish. Each spot ends with the group of women toasting with a glass or shot of Bailey’s, implying the brand is part of the perfect evening.

In addition to the online spots there is also a campaign Tumblr page functioning as part of “a unique influencer campaign featuring women such as Daisy Lowe and blogger Eleanora Carisi.” The influencer campaign will include editorial interviews, Instagram content creation, and cocktails created by Daisy Lowe (UK), Jessica Weiss (Germany, of Journelles Blog) and Eleanora Carisi (Italy, of JouJou Villeroy blog) alongside “London Mixology icon” Missy Flynn.

“Our ambition is to create unique online content that captures the magic you feel when you’re with your best girlfriends and inspires women to raise a toast to each other with,” explains Dawn Allison, global digital marketing manager, Baileys, in a press release, adding that the campaign “marks a critical phase in our journey to re-ignite performance by putting consumer behaviour – serve and occasion – at the heart of every brand execution.”

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