Staff report
Salisbury-based Cheerwine is unveiling a new, interactive Web site with integrated print, broadcast, online and outdoor advertisements.
The 92-year-old, family-owned soft drink brand launched a new Web site ó www.itsasoftdrink.com ó Tuesday.
Angela D’Amario, an account supervisor with the Hauser Group in Atlanta, said www.itsasoftdrink.com is designed to reach a target audience of 18- to 24-year-olds “as a one-stop-shop that has all the things they like to do online: watch videos, play games, listen and create music and more.”
D’Amario said the company also will be kicking off its first television advertisements to be broadcast in local markets on cable channels such as MTV, VH-1 and Comedy Central.
New banner, print and radio advertisements have been produced, too.
This spring launch follows Cheerwine’s 2008 rollout of new packaging by the Girvin branding/design firm, a marketing campaign by Hauser Group and the soft drink’s expansion into several markets.
Cheerwine has seen double-digit consumption growth over the last few months in what is otherwise a “flat” carbonated-soft-drinks category, the company said.
“Cheerwine’s history is unique and stands out in a category among so many multi-national brands,'” says Tom Barbitta, vice president of marketing for Cheerwine.
“We’re a great example of how the little guy can be successful by remaining true to its roots, owning unique real estate in the industry and creating innovative ways to reach its target audience.”
The Hauser Group says the Web site is designed with the same “award-winning, not-taking-ourselves-too-seriously, handmade art direction” that Hauser Group created for the 2008 marketing campaign.
It uses cut-out pictures and shapes as the backdrop for the content.
Visitors have two relaxing destination options on the Web site: a laid-back beach and zero-gravity outer space.
On the site, visitors can create their own songs by using the Musical Alien’s tentacles; push a high-strung animated boss’ anger to the breaking point; upload Cheerwine-inspired art in “The Art of Cheerwine”; and switch out beach musician Rumple Chillskin’s instruments and songs.
On the outer space page, visitors can go to “The Sparkletron 3000 Satellite Video Transmitter” to watch a variety of original content.
“Tales from the Fridge” follows the lives of produce, condiments, a bottle of Cheerwine and other characters as they face drama, fall in love and literally “chill” out.
“Are You Cheerworthy?” follows a wizard who hits the streets to determine if people are laid back enough for Cheerwine.
To drive traffic to its new Web world, Cheerwine is rolling out online banner advertisements and video content on entertainment and content-rich sites such as Hulu.com and AdultSwim.com and through Tremor Media’s ad network.
Cheerwine also will unveil its first animated television spots, which will broadcast during select programming on MTV, VH-1, Comedy Central and Cartoon Network.
The soft drink will continue to build on its print, radio and outdoor campaign from 2008, unveiling new material for all of them in 2009, the Hauser Group reported.
Cheerwine’s digital footprint will also include visibility on Facebook, MySpace and other social networking sites.
“We’re reaching our audience where they interact with their peers and seek out entertainment while providing them with a unique place in cyberspace to kick back and relax,” Barbitta said in a press release.
“As we expand into many new markets in 2009, we’ll have a Web site in place that truly communicates our essence and serves as a true ‘hive’ for the brand.”
Awesome Inc. brought the content to life on the new Web site, produced the videos and created the online banner advertisements.
“What we’re rolling out for Cheerwine in 2009 not only builds on the momentum created by our 2008 campaign, but also takes it up several notches while expanding into several new communication channels,” said Ed Klein, president of Hauser Group.
Hauser Group will be rolling out a “Chilled Out Tour” for Cheerwine, which will visit events in select markets, as well as an ambassador program in late 2009.
L.D. Peeler first produced Cheerwine in 1917. Carolina Beverage Corp. and the Cheerwine Bottling Co. remain privately owned and managed by the founding family. Cliff Ritchie leads Cheerwine as president and chief executive officer.