PROBLEM In 2002 the agency was hired to create an RM program that would capture and converse with Guinness “adorers.” At the same time, Diageo challenged us with increasing the awareness of the new Guinness Draught in a Bottle (and its differentiators) and increasing drinking occasions.

SOLUTION We developed a pilot program to test the initial response for a loyalty program and build a database. The first touch was a direct-mail piece, driving to a data-capture form. After completing the form, the recipient would receive a key chain by mail, and then be opted-in to receive ongoing (cost-effective) communications via e-mail.

RESULTS Post-wave surveys indicated:

• Improved past 7-day and past 30-day consumption behavior

• Average number of Guinness drinking occasions increased by 23%

• Guinness share-of-throat (SOT) was significantly higher within the past 7 days:
41% overall and 56% of adorers

• Over 75% took some action as a result of being in the program

• Virtually 100% wanted to receive more communications from Guinness

The pilot program was deemed successful, and one of the communications won a Caples Award! Shortly thereafter, the program rolled out to a full RM program, and one of the communications won First Place—Internet Beverage awards consumer email and Third Place Caples Consumer email Customer Retention.