Bailey’s is targeting Millennial women with a global campaign that “celebrates the ‘power of female friendship.’” To create a spot that would appeal to a new generation of women, the agency team and production team were predominantly female.

Bailey’s is targeting Millennial women with a global campaign that “celebrates the ‘power of female friendship.’” To create a spot that would appeal to a new generation of women, the agency team and production team were predominantly female. The commercial features women around the world going out on the town together and the brand hopes it will show Bailey’s has “a meaningful role in a girls night out…[after] having had been hidden at home for far too long.” (The Drum)