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November 26, 2008

Baileys new ad campaign

By AARON O. PATRICK

London

Wine-and-spirits giant Diageo passed on two of the world's hottest ad agencies last spring to hire a Madison Avenue stalwart, JWT, to advertise its Baileys liqueur. Starting with Thanksgiving, JWT will try to prove it was the right decision.

For three years, Diageo used the same slogan for the brand, "Serve Chilled," but Baileys sales in the fiscal year ended June 30 were sluggish, growing just 3%, down from 10% the year before, when the company introduced new flavors.

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