I was startled to find myself soundbitten by the IPA talking about the Baileys campaign: https://www.youtube.com/watch?time_continue=74&v=mj5Arjcx22E And worse appearing to say nothing at all! So here's my right of reply - what I tried to say before I was cut! And it gives an opportunity to talk about the elements of ingredient branding which is why I like this campaign. you can get the whole silver awarded paper off the IPA site if you're a member.