We boosted the database with engaging, low cost mailings, online advertising plus the promise of free Gordon's.

Once recruited, we could remind them to get the Gordon's out more with a frequent, yet carefully balanced mix, of mailings (high value and designed to be kept), and low cost emails. To inspire Gordon's loyalty, each brand building reminder cued fun reasons to reach for the Gordon's -Summer, Christmas, party, gathering - in a quintessentially Gordon's way.

Our new approach saw Gordon's consumption reaching new heights. With many new members - acquisition cost-per-response was 20% below target, with a phenomenal 26% mail and 20% online response. And once on the programme they drank 62% more Gordon's (instead of other alcohol, we didn't increase drinking per se). Helped by a shift in brand perceptions (steady, increases on measures such as 'worth paying more for' and 'good to enjoy with friends' were witnessed). Gordon's decade-long sales decline reversed. The bigger and better RM programme was considered key to this.