Vault49 was approached to develop a new Baileys limited edition to be launched in the Fall season. Our job was to design a pack that flew off the shelves like autumnal leaves, and to push the boundaries of the Baileys portfolio.
Baileys has traditionally sold strongly around the festive season, and shown weaker sales throughout the rest of the year. The introduction of Baileys Pumpkin Spice was the perfect way for the brand to extend its natural appeal and transition to being a year-round indulgence.
On pack, we captured this playful feeling through a free-flowing arrangement of leaves interspersed with flavor-forward cues of pumpkins and cinnamon sticks. These were supported by warm autumnal tones, reminiscent of log fires and sunsets. Iridescent foils further helped to enhance the warm and fiery tones of the season. Choosing a full bottle wrap instead of a label allowed us to use the full curvature and real estate of the iconic Baileys bottle to great effect.
Baileys Pumpkin Spice was a popular best seller, generating 197MM impressions, and surpassing KPIs by 300%!