Baileys selects ZH-Communications as PR AOR in China

Baileys has chosen ZH-Communications for its philosophy, which is to combine brand with culture, according to ZH-Communications.

The agency said that during the pitch process, ZH presented the core idea of how to link PR back to creative ideas and develop digital and events that fit with PR. It also provided abundant resources of key opinion leaders (KOLs) and celebrities to collaborate with the brand for deep and real communications.

ZH will be responsible for building relationship and maintaining collaborations with media and KOLs throughout the coming year.

Lavinia Tong, Baileys brand director, China, said the company aims to make Baileys the best girlfriend for Chinese female customers. "China's modern women can easily switch among different roles, gentle, yet powerful—just like Baileys, a perfect blend of fresh Irish cream and Irish whiskey,” she said.

ZH has already helped Baileys launch two projects: 'Cream with spirit' and 'Drinkable makeup'. A new launch, which is currently in preparation, will be announced around March next year.