After partnering with Memorial Sloan Kettering last Fall, BICsters have a deliciously new opportunity to put their skills to work for Diageo, which has returned as the 2021 Spring Corporate Capstone client. This year's marketing communications challenge is to help launch Baileys' newest brand extension, Deliciously Light. 

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer.  Headquartered in London and here in New York City, Diageo produces over 200 brands, including Smirnoff, Johnnie Walker, Baileys, and Guinness,  that are enjoyed in more than 180 countries around the world. It's a business built and sustained through innovation; developing new ideas is crucial to its growth strategy. 

BICsters in the Class of 2021 have been entrusted to work on Diageo's latest product innovation: Baileys Deliciously Light. With 40% less calories and 40% less sugar than Baileys Original Irish Cream, people can get a light and versatile treat with all of the yummy taste of the original Baileys people know and love.

Working from a brief presented on February 11th by Diageo's Alex Carantza, Director of Consumer Planning, and Jason Chebib, former Vice President of Consumer Planning at Diageo, the four capstone teams will pitch their final integrated marketing communications campaigns to the client on May 20th. In between, BICsters will do a deep dive into market research to uncover insights that will drive strategic communications solutions that will deliver lick the screen deliciousness in product-specific ways. 

Each Spring semester, the BIC Corporate Capstone is led by BIC Professor and Program Director Nancy R. Tag who divides students into separate communications teams to fulfill the brief of a corporate client. Past clients have been Univision, Universal Music Group, and Heineken. In the Fall semester, BICsters focus on a non-profit organization. This year, they worked on behalf of Memorial Sloan Kettering and CCNY in their research collaboration Redressing Access to and Disparities in Immunotherapy for Breast Cancer (READI).