Baileys has a new 100mL liqueur to sweeten your summer. Baileys
Chocolate Minis fuses the original Irish Cream with Belgian chocolate. It can be served neat, over ice or to enhance cocktails and desserts.
New York-based Travel Agency handled creative,
which features Alicia Carmody from “Real Housewives of Rhode Island.” The ads run on Carmody’s
Instagram and the @BaileysUS
Instagram. Given Carmody’s association, the brand has been designated the official summer drink of Rhode Island.
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Carmody's spot was shot aboard a boat
in Newport.
Baileys is a dominant player in the small-format spirit-based liqueurs — and the mini size reflects consumer preference for convenient, single-serve
options. Retailers have found they are a low-risk way to engage Gen Z and millennial demos. Changes in drinking habits, including portion control and affordability, make them popular
choices.
In addition, more than 30% of buyers say they use small formats to sample new products before committing to a full bottle, according to NIQ. Small-batch beverages are forecast
as a growing sector.
Travel Agency’s creative also includes Netflix, Kering, Puma and Spotify.