Bailey’s asked us to sell their product after Christmas to the Irish population. The client didn’t want us to remind people that they like the creamy, boozy goodness, or come up with recipes to inspire them to reach for their dusty bottle in the cupboard as winter melted into spring. They wanted a perception shift.

We unearthed a nugget and latched onto it. Turns out…men in Ireland seem to have an extra dose of testosterone. So, we took the liberty of focusing on just 49.56% of the population.