Diageo plc’s Baileys Irish Cream has been the most successful spirits entry in 30 years. The brand has enjoyed double-digit growth in the United States over the past three years.

Yet, Diageo decided Baileys’ fifth packaging change was much needed. A number of newer competing products are in packaging that mimics Baileys packaging. Bailey’s had become another “me too” product in the category.

Internal and consumer testing on three continents revealed “significant” design-related issues. Foremost, the brand was perceived as old-fashioned.

Landor Associates introduced four key design changes:

• A slender, more curvaceous bottle with a new cap carrying the familiar R.A. Bailey signature of authenticity.

• A more contemporary embossed bottle seal on the bottle.

• More prominent placement of the eye-catching brand logo. The Celtic weave background pays homage to the brand’s Irish roots.

• New “flowing silk” motifs replace the traditional landscape scene. They offer a contemporary expression of the brand’s heritage and capture its warm sensuality.

By Rick Lingle, Packaging World