Despite being an enormously popular drink, consumption of Baileys was concentrated during the Christmas season. Baileys needed to shake off lingering associations with 'sweetness' and a conservative kind of femininity. The brand needed to increase the frequency of purchase outside of the traditional festive period and promote positive brand associations. Prior to the sponsorship, new advertising creative had begun the repositioning of Baileys as "a sensuous drink for sassy women". However, the challenge to Baileys' agency Carat was to convey this message even more effectively and beyond traditional media. To achieve this, Carat needed to communicate with a young, socially active female audience.

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