Liquor distributor Schieffelin & Somerset is hoping JWT Digital will help jump-start the lagging Scotch category with a new site for its J&B brand. The site launched last week, supporting J. Walter Thompson’s national offline effort for J&B, which broke in April.
Located at www.liquorfairy.com, the new site is not to be confused in either its target or its demeanor with J&B’s more traditional site: www.jbscotch.com.
The new site targets the 20-something beer drinker, said Michael Kramer, brand manager for J&B at New York-based S&S.
The media plan’s attempts to hit that demographic include partnerships with satiric online newspaper theonion.com and The Virtual Music Vault, located at tvmv.com, which offers free music downloads.
On The Onion, a tile promoting the J&B site will appear on its front page for five months. The deal with TVMV includes a TVMV-themed section on the site to download music from up-and-coming bands, as well as J&B real estate on the TVMV site.
The J&B site is loaded with other features including drink recipes and the chance to submit favorite J&B stories, one of which will be posted weekly. An e-commerce area will hawk J&B emblazoned merchandise, too.
As for the Liquor Fairy, she is a black-and-white June Cleaver-like character, lifted from the print effort, who sports wings, a crown and is also armed with a bottle of J&B.
The music and letter postings, in particular, should “engage consumers,” said Kevin Wassong, JWT’s director of digital communications. The traditional effort includes radio, outdoor and print, making the online effort, according to Kramer, “The final piece of what we feel is fully integrated marketing.”
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