Diageo re-brands Baileys, unveils new bottle

 Baileys, the premium Irish cream drink from the stable of Diageo Brands Nigeria, has been re-launched in a new bottle. The drink, erstwhile known for its short bottle, now comes in a new bottle with ‘shoulders high,’ giving it an enchanting look that leaves its admirers desirous of the creamy spirit drink.

At a meeting with members of the media to announce the reinvention, Felix Enwemadu, general manager, Diageo Brands Nigeria, said “the introduction of the new Baileys bottle into the Nigerian market is in line with the global drive to further position the brand uniquely in the minds of its consumers.

“We have created a beautiful new bottle which is both modern and stylish, and has a greater sense of femininity. Baileys is a brand that appeals uniquely to women, and the new bottle was created to embrace and celebrate the stylish and contemporary woman. The new Baileys bottle evokes the brand’s modern, feminine sense of style.”

Enwemadu further explained that “the striking new design is the next step in the brand’s quest for renewed femininity, as it restates the provenance and heritage of Baileys in a more elegant way. The new bottle has been heightened and the shoulders lifted, to give a more elegant profile and pose a more alluring and impactful prospect on shelves and in shops worldwide.”

Also commenting on the new bottle, Seni Adetu, managing director/chief executive, Guinness Nigeria plc, in a statement, said “the introduction of the new bottle shows the desire of the company to continually satisfy its esteemed consumers.

“Baileys is on the path of exciting our consumers with this new bottle. Despite the re-design, the iconic drink still maintains it distinct creamy taste that stood it out since 1974. While they enjoy the smooth, creamy taste of Baileys, we encourage our consumers to drink responsibly at all times.”

The Baileys bottle re-design follows the announcement made in October 2012, of the brand’s most ambitious global marketing campaign to date, ‘Cream With Spirit’ campaign, which was launched across TV and print around the world, with the aim of shining a light on women and celebrating the spirit of modern womanhood.

The bottle, which has been launched globally since January 2013, awakens the powerful and dramatic brand icon – the ‘Double B’ – elevating its visual prominence. The new original Irish cream bottle also features a fresh interpretation of the iconic label, and new typography to compliment the stylish new look.