Baileys Chocolat Luxe
To launch this innovative new product we looked at the psychology of desire – how to tease to make people happier – and created an exclusive, temporary brand space – Bar Chocolat.
To create a space with real integrity we empowered influencers to design it, inspired by the sensory pleasure of chocolate. Part dining experience, part exhibition it ran for eight days, becoming the hottest ticket in town and driving irrational desire for the product.
Did it work? The launch of Chocolat Luxe was the biggest ever year one launch for Diageo within Western Europe. And best of all our campaign ran in advance of the ATL work, proving the true value of PR.