In addition to being the first Irish Cream liqueur on the world market, Baileys’ strengths have always lain in its effective and innovative use of broadcast advertising. So when Baileys wanted to create an ad campaign that was not only completely different from what it had created in the past but unique in the industry, it spurned the conventional approach of hiring an ad agency and instead turned to Synecticsworld.

Conscious that the Baileys brand was always strongest during the November and December holidays, the new creative had to expose the brand to its target consumer base outside of this time period while attaching itself to a property that was generic and broad enough to resonate with the liqueur’s target market.


Music and television were quickly identified as natural fits with television carrying with it the added benefit of impacting a key consumer connection moment: at-home consumption of Baileys while watching television.

Synecticsworld’s consumer immersion and invention workshops provided valuable insights into the Baileys target consumer, revealing, among other things, that consumers were seeking more of the personal time that would allow them to spend special moments with family and friends.

“The sensuousness of Baileys makes connecting more pleasurable.”


The well-phrased truth that flowed from the Synecticsworld-led workshops became the foundation for several activation platform ideas and ultimately the idea to break new ground by launching the first television show ever to be produced by a spirits brand.

The show, Baileys In Tune, featured unlikely pairs of recording artists who come together to share some of their secrets and mutual admiration. The eagerly anticipated first episode paired Rock and Roll Hall-of-Fame artist Paul Simon, and Grammy Award winner John Mayer.

By making the product part of a successful show that epitomized connecting people, Baileys was able to create a unique concept that would resonate with broadcast advertising and connect to their consumers in a whole new and unique way.

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