Back to Baileys: Relaunch and Photo Shoot for the Legendary Ice Cream Brand

Background and Challenge

2022 marked a pivotal moment for DMK Ice Cream and the beloved Baileys ice cream brand: a complete product relaunch following the "back to the roots" philosophy. The entire existing product range was restructured and streamlined to a single flavor – "Baileys Original" – available as both tub and stick ice cream. This dramatic simplification required a carefully crafted communication strategy to inform the target audience about the changes and generate excitement for the new concept.

A particular challenge lay in the geographical realignment: while the brand had previously focused on the German market, the emphasis now shifted to the United Kingdom. This meant that all content needed to be adapted to local ice cream culture and the preferences of British consumers.

Approach and Realization

To showcase the refined products in their best light, we conducted an extensive content shoot designed to provide material for an entire year. We focused on presenting both remaining Baileys Original variants from their most appetizing angles – and succeeded: the products look irresistibly delicious from every perspective.

The expertise of our on-site social media team in London proved invaluable. Their deep understanding of British ice cream culture enabled us to tailor content specifically to the habits and preferences of UK audiences. This resulted in authentic and relevant content perfectly suited for local social media channels.

Results

The outcome was top-notch content: The produced images and videos were genuinely mouth-watering and gave Baileys ice cream's Facebook, Pinterest, and Instagram channels an irresistibly appetizing appeal for an entire year.

This inspiring content not only contributed to successfully introducing the refined products but also ensured that Baileys ice cream remained top-of-mind and on-taste for British consumers well beyond the relaunch campaign period.