Most people just don't drink G&T that often. And if they do, they are easily tempted by cheaper alternatives. Our programme to date had focused on heavy gin drinkers and persuading them to stick with Gordon's. It had been so successful that we were asked to "speak to more people, more often ... but with the same budget as before." And on top of that we were tasked with including a tougher audience - less frequent gin drinkers.

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.