After 50 years, Baileys decided to expand their permanent product offerings with the launch of Baileys Chocolate in the US. While there was a strong suspicion it would fly off the shelves by itself, we decided to make a launch campaign to help. To introduce this product to a new audience and give the overall brand relevance with them, we chose to partner with Amaury Guichon to engage with the next generation of Baileys drinkers. And… it worked! The campaign has had over 2M views since August 2023 and is currently the #2 best performing campaign in Diageo’s history. Also, the product sold out in 7 minutes on its first day of distribution.

To launch Baileys Chocolate, we worked with the King of Chocolate, Amaury Guichon, who made an entire bar out of Belgian chocolate. Like an actual wizard, this man somehow made an edible chocolate bar. But like. A bar. bar Not a chocolate bar.

You get it.

We cannot confirm or deny, but strongly suspect that Monsieur Guichon is also made of chocolate. Stay tuned as this story develops.

Some BTS of the bar’s construction. Please note even the “marble” countertop of bar are individually milled chocolate rocks. Who has the time to mill individual chocolate rocks? This guy.

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Once Amaury completed the bar, we built a world around it for the launch film on the hottest day of 2023 in Vegas. Fortunately, nothing melted but hearts.

Hashtag yes chef

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To show off how luscious and extra chocolatey Baileys Chocolate is, we created 3D billboards in NYC and LA that made it rain chocolate. But not in a weird way.