COINTREAU, the famous liqueur brand, has appointed consultants Rocket Science to develop its first direct marketing strategy.
The Middlesbrough firm is developing a programme to encourage Cointreau drinkers to look at the liqueur as more than an occasional drink.
Rocket Science's creative director Vaughan Lonsdale said: "By tapping Rocket Science's expertise in developing effective direct marketing programmes for the drinks market, Cointreau will be able to target known drinkers of their brand with relevant communications and offers to extend their use of the brand."
He added: "We are very pleased to be a driving force behind a significant shift in Cointreau's business strategy.
"The first 12 months of the programme will provide us with extensive learning and knowledge, which we will then be able to use to refine and develop the programme in year two.
"Armed with this information we can, for example, target Cointreau drinkers who more readily purchase competitive spirits with brand switching offers such as money-off vouchers, while high volume but loyal Cointreau drinkers will receive equity offers, such as the opportunity to purchase limited edition Cointreau-branded goods."
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