The eye-catching design for Baileys Strawberries & Cream revolutionised the brand’s shelf presence and recruited a new generation of fans. With Baileys primarily bought at Christmas by customers aged over 55, its limited-edition variant Strawberries & Cream needed to drive summer sales, attract a younger demographic and deliver a halo effect for the parent brand. Design would be critical in achieving this.   Baileys’ iconic bottle and logo were retained, but the rest of the design by Vault49 took a radical new direction. Positioning Strawberries & Cream more as an ‘adult treat’ than liqueur and with a colourway signalling summer, the contemporary design opened-up new seasons and purchase occasions to Baileys. The high-impact, colour sleeve stands out in supermarkets driving impulse purchase, and with trial of Strawberries & Cream highest amongst 18 to 34 year-olds, the style-led design has attracted new, younger customers and passed them onto the wider brand.