Pioneering digital agency Clusta has designed the first UK website for alcoholic drink brand Dooley’s. As part of a wider brand activation campaign, the microsite uses an interactive brand personality: Cheryl, to bring the brand to life.
The campaign, breaking on Wednesday 25th March, was managed by brand communications agency Cubo, which invited the Clusta team to use its trademark approach to produce a website that uses ‘Cheryl’ to interact more closely with the brand.
Cheryl greets the visitors when they click on www.letthegoodtimespour.com and shows them around her flat, which acts as the setting for the site. Once the viewers have been invited to Cheryl’s party and shown around they can click on her to perform specific actions, such as look through the cocktails recipe content, follow the party planning tips or watch the bloopers from the making of the site!
Aimed at 24-32 year old females, the campaign uses a combination of above-the line and below-the-line to further raise awareness and drive sales of the toffee-flavoured vodka drink. Other formats, also breaking on the 25th March include TV sponsorship on LIVING2 (which incorporates the URL to drive traffic to the microsite) and an in-store promotion.
Cal Ledward, Director at Cubo Brand Communications, said, “Dooley’s were keen to bring the brand right up to date so we knew that the digital element had to play a significant role and that Clusta were the best agency to help us. Cheryl is the kind of personality that the target market can identify with and we are confident that this audience will love her!”
Arran Aver, Head of Digital at Clusta says: “This is the first UK site for Dooley’s – a great opportunity for them to utilise digital possibilities and grow the online presence of the brand – something we were happy to become involved with.”