The Baileys Glass Dress

Baileys was trying to break through to a new target – urban women in their 20s. At the time of the new bottle launch, young women across Canada were already highly engaged in one property – Toronto Fashion Week. As a sophisticated, luxurious and celebratory event, Fashion Week directly aligned with not only the brand, but also the attributes and beliefs of the “Baileys woman.” In support of a global re-launch, Baileys developed a creative PR campaign that built awareness of the newly designed Baileys bottle and brand positioning as a “spectacular celebration of modern womanhood.” Baileys partnered with Canadian Fashion Designer Lucian Matis to create a one-of-a-kind “glass dress” made almost entirely out of Baileys bottles, which debuted on the runway during the Lucian Matis show at Fashion Week. The campaign generated widespread awareness of the newly-designed Baileys bottle and trial of Baileys cocktails among the target demographic.