Building on Baileys’ successful positioning as the ultimate indulgent adult treat, we launched a global digital campaign offering amateur chefs inspirational solutions to their baking misadventures.

Based on data and analysis of the behaviour of how people search and seek assistance when baking goes wrong, we created a series of recipe videos and articles tailored to the top baking fails.

The launch video, a reactive social post inspired by the UK’s most popular baking programme showed a mouth-watering Baileys Almande trifle made from a soggy bottom cake and a measure of Baileys.

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  • Baileys Recipe Unfudged - Burnt Cake
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