Diageo : Baileys launches global Halloween advertising campaign “Witches”

Baileys has unveiled its new global advertising campaign to propel the famous liquor into the adult treating space this Halloween. Launching this month in more than 10 countries, the 20-second advert follows three witches come together to make a deliciously wicked Baileys S'Mores Martini Cocktail when their plans are thwarted by the weather.

Featuring three of the UK's biggest drag queens, Tia Kofi, Veronica Green and Asia Thorne, the campaign provides the ultimate taste of Halloween indulgence as adults increasingly get involved in the festivities.

Witches is a celebration of how everyone loves to treat, its spans generations, genders, ethnicities, and sexualities and brings people together. During the development of the campaign, the team partnered with Diageo's LGBTQ+ employee group, the Rainbow Network, and INvolve, a global consultancy championing diversity and inclusion in businesses. Throughout the entire creative process, collaboration was key at each stage, working with the cast, The Rainbow Network and INvolve to ensure the final advert and overarching message was an authentic representation of drag, within the context of the wider LGBTQ+ community.