Match Marketing had presented an idea to our client Diageo for one of their brands, Baileys Irish Cream. This idea was to get female consumers in Neighbourhood Bars and Casual Dining to consider buying Baileys. To do this they had developed a drink strategy that leverages high penetration in consumer trends and behaviours that would create excitement among servers and consumers alike.
The focus here was on dark chocolate with espresso based drinks & specialty salts. To create a ritual, we would equip local bars & dining restaurants with custom charcuterie boards, premium dark chocolates & garnishes with Baileys, and a pairing guide for the bartender, packaged in a custom made bar ready display.
Project
Baileys Chocolate Experience
Client
Diageo
What I Did
Design Execution, Layout Design, 3D Rendering (Photoshop)
Creating a unique experience
of pure chocolate bliss.
Consumers are craving food experiences that pair drinks with food, especially lighter, decadent fair. The charcuterie board experience is on trend and perfect for post-work drinks without food or post meal light dessert.
Consumers can purchase the Baileys & Chocolate Affair, a pairing of premium chocolate, pink Himalayan salt and Baileys on a rustic charcuterie board.
Helping create an
indulgent experience
for every customer.
Creating a pairing guide for the program, this piece would be distributed to every bartender participating. Exploring different sizes and shapes, we felt a double sided piece worked best to show all relevant information at once in a clean and simple way.
Due to the potentially messy environment (in bars and restaurants), we decided laminating the piece would create quick cleaning & fix the problem of potential spills.
Premium Design for a premium brand
While creating the pairing guide for the Baileys Chocolate Experience, I had made sure to reflect the tone of the brand throughout the design. Focusing on the premium experience, I used the black & dark wood as a base for the other elements to pop. Using the brand gold and white as accent colours help show the premium feel while easily breaking up the information in a clean and concise layout.
Reinforcing the Baileys Experience through distinct package design.
To further advertise the program, we created a bar-ready display that would bee seen at the front of the bar. This unique and eye catching display not only reinforces the Baileys and chocolate pairing, but also provides the bartender or server with everything they need to create the experience. Tent cards would be placed beside for additional advertisement if needed.
