Baristas Turn Bartenders for Baileys' Oat Milk Launch

Working directly with creative agency Forsman & Bodenfors, London-based creative production agency Another delivered Diageo's launch campaign for Baileys Non-Dairy Liqueur Made with Oat Milk. The project introduced the 'Bar-ista' concept, positioning coffee enthusiasts as the new cocktail makers for gen-z treat culture.

​Helen Parker, co-founder of Another, and executive producer Fiona Boakes share their experience bringing this culturally nuanced campaign to life across two major markets.

To maintain Baileys' premium positioning, the campaign needed to merge coffee shop authenticity with cocktail bar sophistication. The challenge lay in creating something that felt genuine to a generation that spots manufactured moments instantly, while showcasing plant-based products that had to perform visually like traditional dairy cream.

"Projects like this require an understanding of not just what needs to be filmed, but how new consumption moments actually feel when they're genuine," explains Helen Parker. "Baileys Oat Milk needed to pour, marble and layer exactly like the original while clearly communicating its plant-based difference."

The TVC takes viewers from what appears to be a sophisticated bar setting to the central reveal moment where they discover the scene is actually taking place in a friend's apartment coffee bar. The production team, led by Fiona Boakes, worked with director Niall Coffey and DOP Pieter Snyman to create seamless visual transitions that supported the narrative surprise.

"The bar-to-home reveal was crucial for the brand story," notes Fiona. "We needed viewers to believe they were watching professional bartending, then delight in discovering it's actually happening in someone's kitchen. Getting that transition right meant every detail had to be believable."

Another brought in food stylist Rosie Scott, a specialist in working with frozen and dairy products, to handle the visual complexity of making plant-based ingredients look indulgent. Each flavour required different approaches.

"Cultural nuances matter when you're introducing new consumption occasions," Helen explains. "The apartment aesthetics, the friend group dynamics, even the coffee preparation styles needed to feel right for each territory."

"The beauty of the bar-ista concept is that it celebrates something people are already doing – making incredible coffee at home," reflects Helen. "Our job was capturing that moment when adding Baileys transforms your afternoon coffee into something more special, more social."

For Fiona Boakes, the project exemplifies Another's approach to brand partnerships. "When clients trust us to be part of the creative conversation early, we can solve production challenges that actually strengthen the brand story. The bar-ista concept worked because every production choice supported the cultural authenticity." By focusing on authentic coffee culture and genuine social dynamics, Diageo positions Baileys Oat Milk as part of an emerging lifestyle trend.