Bailey’s liqueur has had the same slogan “Serve Chilled” for three years but is now changing it due to a halt in sales growth. To help them in this endeavor, ad agency JWT was hired.
JWT determined that the reason the “Served Chilled” slogan did not work globally was because it could not be translated. The slogan only worked in English. To remedy this, JWT recommended the slogan “Listen to your Lips.” This slogan is intended to persuade Bailey’s drinkers to finish their bottles and purchase a new one. This new ad will run on television, magazine, and billboards.
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