A relationship-marketing programme for women who drink Baileys - designed to provide a platform for future communications.'The Pleasure Society' – a tongue-in-cheek organisation dedicated to the injection of more pleasure into life, all communications reflecting this ethos.The first campaign introduced the programme and encouraged consumers to join. Aim - to cost-effectively qualify target-market consumers onto the database through incentivised datacapture via: website (www.baileys.co.uk); email; other website sponsorship; direct mail to cold lists and previous respondents; press with on and offline response; on-pack; instore and 3rd party inserts. All routes encouraged respondents to recommend a friend.

Response rates exceeded expectations and were higher than standard predicted response rates across all media for direct marketing activity. All media provided exceptional results and willingness from consumers to receive further communications, with almost half of consumers recommending friends to receive similar communications.Further Pleasure Society communications have been sent to all qualifying consumers to consolidate the relationship and drive purchase and consumption. All have been received well – as shown by both qualitative and quantitative research studies.Sales uplift from consumers on the programme against a control indicates uplift has been directly related to communications from the programme.