Diageo, the owner of the Baileys cream liqueur brand, has redesigned the bottle of Baileys as part of its strategy to re-launch the brand globally under the ‘Cream With Spirit’ campaign.
Designed by brand consultancy Lewis Moberly, the newly designed bottle features a slim-lined shape with heightened body, allowing the bottle to fit easily inside a fridge door.
The new bottle design is the first major revamp undertaken by the company since the brand launched in 1974 and will be supported by a £1m marketing investment.
Baileys global brand director Garbhan O'Bric was quoted by Marketing as saying that the re-design of the bottle was part of a wider 'root and branch' brand transformation.
"As one of the most-loved female spirits brands in the world, we need to not only to appeal to current Baileys consumers and adorers, but ensure we also appeal to each new generation of progressive, savvy and spirited women," O'Bric added.
Available from March 2013 in the off-trade, the newly designed bottle of Baileys also comes with a new point of sale kit.
