Situation

Baileys needed to modernize the brand and show up in the everyday coffee culture Canadians adore. Tim Hortons was looking for a fresh, premium flavour innovation that could spark national buzz and deepen brand love. It was the perfect moment when Tim met Baileys, two Canadian icons colliding to create a culturally irresistible coffee ritual.

Task

Develop a national collaboration that would:

• Introduce Baileys into Canada’s daily coffee conversation in a responsible, non-alcoholic format
• Recruit new, younger, and lapsed Baileys consumers
• Unite two power brands through a flavour moment built for mass reach
• Deliver a full, through-the-line integrated campaign across every retail touchpoint for Baileys
• Drive excitement, trial, and sustained seasonal relevance
  

Action

I led the team to negotiate, develop, and execute the Baileys collaboration with Tim Hortons, a global first-of-its-kind non-alcoholic Baileys beverage line available coast-to-coast.

The activation included:

• Limited-edition Baileys-flavoured beverages inspired by the iconic taste profile
• A flavour system crafted to deliver the unmistakable Baileys indulgence, without alcohol
• A fully integrated TTL campaign across TV, OOH, digital, CRM, social, and Tim’s mobile app
• Storewide merchandising and menu board integration across 4,000+ Tim Hortons locations
• PR and social storytelling anchored in comfort, nostalgia, and Canadian ritual
• Premium visual identity connecting the Baileys world with Tim Hortons’ iconic red
  

This partnership allowed Baileys to authentically enter Canada’s most beloved ritual, the coffee run  with a responsible, indulgent twist that felt both familiar and fresh.

Results

Brand & Business Impact

• Record-breaking product sell-through in week one
• Significant lift in Baileys brand relevance and favourability among younger adults
• Expanded Baileys’ role as a flavour and indulgence leader beyond liqueurs
• Established a blueprint for future seasonal collaborations
  

Cultural Impact

• One of the most talked-about QSR flavour launches of the year
• Strong organic UGC and national social buzz
• A “must-try” seasonal moment that blended two beloved Canadian brands
• Reinforced Baileys as a cultural flavour icon, not just a holiday spirit