Baileys revamps packaging in bid to update image

Diageo is redesigning Baileys' packaging globally to refresh the brand's image.

The new look for the main Baileys product will be introduced in the UK in July before being rolled out around the world. The Baileys Glide and Baileys Minis products will also be updated.

A Diageo spokeswoman said the revamped bottles were intended to bring the drink's appearance in line with its modern brand image.

In its financial results statement last month, Diageo announced the sales growth rate for Baileys had fallen although the volume of products sold had increased by 7%.

The design for the revised packs, which includes a new shape for the standard Baileys bottle, is being created by brand consultancy Landor.

An advertising campaign by Bartle Bogle Hegarty featuring the new packs will break later in the year, although the creative will not focus on Baileys' new look.

BBH took the £40m global creative account from the incumbent agency J Walter Thompson last October.

The brand spends £5m of its marketing budget in the UK.

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