Diageo enlists LGBTQ+ employee group for new Baileys Halloween campaign

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 has been developed in partnership with Diageo’s LGBTQ+ employee group, the Rainbow Network, and INvolve, a global consultancy championing diversity and inclusion in businesses.

“The creation of Witches was a collaboration from start to finish from the development of the idea right through to the publications and platforms where you will see the campaign,” Paul Carton, global content creation director at Baileys, said. “We hope it inspires you to celebrate this year with a delicious adult treat!”

Conor Brown, chair of the London Rainbow Network at Diageo, added: “It’s been a privilege to partner with Baileys on Witches and see the LGBTQ+ community at the heart of a new global campaign. Involving employees and external experts who identify with the concept and characters helps to ensure authenticity and I hope this paves the way for other brands to work in this way.”