Cutty Sark whisky in web advertising hike

LONDON - Whisky brand Cutty Sark is rolling out a global digital marketing strategy that includes the launch of a branded web portal and online ad campaigns in key international markets.

The brand, which is owned by Berry Bros & Rudd, has briefed Contented to create a global e-marketing platform to help it compete with rivals including Jameson and Johnnie Walker.

Cutty Sark wants to give the web a central role in its drive to establish a fresh brand identity. It is trying to move from being viewed as a traditional Scotch whisky brand to a 'nightclub' drink.

The global website, which will launch in May, will act as the hub of an integrated campaign intended to drive consumers online to interact with the brand via a range of lifestyle content that can be shared and personalised. The site will also feature product information and a detailed history of Cutty Sark.

Initially, Berry Brothers & Rudd plans to support the launch with a heavyweight online ad campaign and search-engine marketing activity aimed at affluent men aged between 25 and 55.

Contented is part of Eden State, the group created by the merger of Contented and planning agency Rise Communications. Cutty Sark

appointed Rise to work on its communications strategy across international markets in August 2006.

Irish whiskey brand Jameson sponsors the recently revamped community website World's Best Bars. The site was reworked by Beechwood to include more user reviews, a cocktail mixer menu and a mapping facility to help travellers find good bars when abroad.

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