It would have been easy for managers at Diageo plc to rest on the laurels of their success with Baileys Irish Cream. After all, globally the brand was the most successful new spirits entry in the last 30 years, according to Diageo managers. The brand had also experienced double-digit growth in the United States for the past three years.
Yet, it was decided that a new design, the fifth redesign since the launch of the brand in 1974, was much needed. Diageo unveiled the stylish, contemporary new look in spring 2004 in the United Kingdom, and the rollout continues globally. Speaking at a package design conference several months ago, brand director Barry Sheridan offered these lessons for brand and marketing managers learned from Diageo’s successful experience:
