{"id":3532,"date":"2017-09-04T19:51:05","date_gmt":"2017-09-04T19:51:05","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=3532"},"modified":"2024-06-22T12:54:07","modified_gmt":"2024-06-22T12:54:07","slug":"will-baileys-new-brand-extension-baileys-iced-coffee-grow-brand","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2017\/09\/will-baileys-new-brand-extension-baileys-iced-coffee-grow-brand\/","title":{"rendered":"Will Baileys’ new brand extension, Baileys Iced Coffee, grow the brand?"},"content":{"rendered":"\n

In March 2017, Baileys Irish Cream launched a brand extension, Baileys Iced Coffee. With this innovation, the drinks company wishes to tap into the growing popularity of iced coffee. The new product is available in two flavours: Latte and Mocha, and is packaged in a 200ml can. At the time of launch, Baileys Iced Coffee was only available in the United Kingdom.<\/p>\n\n\n\n

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Baileys makes iced coffee debut (The Grocer)<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

Baileys\u2019 new Iced Coffee enables the brand to expand its product portfolio and to play in a new category. And although this brand extension offers many opportunities for Baileys, it also presents various challenges to overcome and risks to eliminate if the innovation is to succeed in the marketplace and in consumers\u2019 minds and hearts.<\/p>\n\n\n\n

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