In a sea of bland marketing-speak, O’Bric’s no-nonsense pronouncements about the challenges facing his brand have come as welcome relief.A former adman, O’Bric has been busy in his attempts to make cuddly old Baileys a whole lot sexier. No expense has been spared in his quest. A redesigned, sleeker bottle, sponsorship of the Women’s Prize for Fiction and the creation of a premium sub-brand, Baileys Chocolat Luxe, have all been unveiled this year.
Diageo has significantly raised the marketing spend behind Baileys, so O’Bric will need to show in the coming year that his revamp is reviving the cream liqueur brand.