Baileys recently launched its 2013 Christmas campaign. Agency BBH London called Benjamin Millepied, choreographer for Black Swan, and director Ringan Ledwidge to create a modern version of the famous ballet: The Nutcracker. A really nice art direction, dancers from the Royal Ballet of London and a great remix of Tchaikovsky will enchant you.
Marketing wise, Baileys reinforces its positioning as a feminine liquor. It is made clear in the campaign’s headline: “Spend Time With The Girls This Christmas”. Also, the high-quality artistic direction and the choice of The Nutcracker gives the Diageo-owned liquor a touch of sophistication.