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Baileys Almande

Context

  • Baileys Almande, a dairy and gluten-free liqueur, hit the market two years ago. Unfortunately, sales are in decline and not meeting purchase expectations. 

  • Distribution is extremely limited for this product.

  • Almande has not expanded past Baileys Original seasonality 

OUR TASK: RELAUNCH BAILEYS ALMANDE AS A SMART ADULT TREAT TO DRIVE "FLEXITARIAN" CONSUMER PENETRATION 

Question Forum

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  • What do Flexitarians really care about?

  • Do they prefer Baileys Original over Baileys Almande? 

  • Are there external considerations? 

  • What is the brand situation? 

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Creative Dim Sum​

Our creative brainstorm session allowed us to narrow in on a few territories, and then to meet with the client to discuss. We then conducted a taste test, a 1-week quant survey, followed by qualitative research in NY. 

 

Rapid Assessment Insight:

Baileys Almande is not stuck in the holidays, it's stuck in tradition.

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Partnership Assessment

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Sticking to the Verity Method drove another successful win for our team. By following the 4-step process and working through our challenges, we identified a new way to relaunch Baileys Almande.  

 

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