Baileys Sound Scales

VML and Bailey's turn a business challenge into an opportunity to inspire and delight consumers.

Removing the need for guestimates and measures, customers can simply visit SoundScales.Baileys.com on their mobile device, tap the prompt ‘Listen,' and gently blow over the top of their Baileys bottle, where Baileys "Sound Scales" will not only tell them how much Baileys they have left in their bottle, but suggest some deliciously indulgent treat recipes with what remains, including Baileys Brioche French Toast, Baileys Cheesecake, Baileys Espresso Martini and the seasonal Baileys Easter Shake.

After the festive period where Baileys sees a surge in purchase and consumption, the iconic bottle and much-loved brand can often be hidden away in the alcohol cabinet out of sight and out of mind. With Sound Scales, Baileys playfully turns a business challenge into an opportunity to inspire and delight consumers with treats and discount offers in an innovative way.

Debbie Ellison

Chief Commerce Officer, VML UK

Baileys iconic bottle has a problem. It's dark thick glass made to protect the liquid from external light also prevents people from knowing how much is left. This is also business problem as many of the bottles stored could be empty.

We wanted to turn this business challenge into an opportunity to inspire and delight consumers with treats and discount offers in an innovative way.

If you can't weigh or see how much is left, now you can listen. We created "Sound Scales," a mobile audio tool that enables people to know how much Baileys they have left by simply blowing across the top of the bottle.

The bespoke web-based app we developed records the sound waves created by blowing over the bottle to determine what’s left in your Baileys bottle with accuracy levels to approximately 50 mls.

If there's plenty left, users are served a delicious recipe to make at home with friends and family. If they’ve almost run out, they're offered a discount code to encourage a repeat purchase.

Baileys "Sound Scales" helped the brand reach the highest peak of sales off-season, with a 24% increment vs the same season prior year in new consumption occasions. With a potential reach of 2 million (almost half of Ireland's total population), the brand saw a social positive sentiment of 93% and average engagement time of "Sound Scales" was 54 seconds, with 99% of users engaging from blowing into the bottle to our recipe content.