July 18, 2012
A common language: Baileys as Marketing Innovation
We asked you if Bailey’s Irish Cream – the creamy smooth liqueur owned by Diageo – using bilingual messaging in Facebook posts was innovation: 70% of respondents said it was.
I am in agreement with them, Baileys was demonstrating Marketing Innovation. Based on the Marketing Innovation criteria laid out in my original post here is how Baileys was being a Marketing Innovator:
The application of a new idea, method, device or construct
- Baileys is changing the equation and integrating targeted marketing with mainstream mass marketing.
Delivers shared value to those who create and those who consume it.
- With this integration the Hispanic target audience is finding it easier to discover the value in Baileys.
It is not based on an instance but offers some level of sustainability over a period of time. It has some durability
- No longer are the days of “press 2 for Spanish” the marketing value is consumable quickly and with little effort.
It is not invention – but its application to solving a particular problem or enabling a new use or users.
- Baileys was well out in front of this trend. So much so that they were able to have captured a significant following in this growing market before others even got in the space.
It disrupts the current way of doing things sufficiently to create new categories, markets, products and interactions
- New markets for Baileys are creating themselves as proof of HispanicBusiness.com picking up the Baileys St. Patrick’s Day article.
We expect to see more brands headed in this direction, and we also believe that sales will favor the early adopter. This example from Mott’s includes English/French.
Of course – the easiest thing to do is to use this handy translator from our dear friends at SDL. There is no reason for your content not to be in the language of choice of the reader, regardless of what that language is.
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