Copella, the premium apple juice brand, has made its internet debut
with a site targeted at 25- to 35-year-old city dwellers in a bid to
broaden its appeal to young urban drinkers.
The site, www.copellafruitjuices.co.uk, has been developed by Haygarth
Digital and features facts on its product range, serving suggestions and
promotional offers for which users register online.
It also includes invitations users can e-mail to friends, known as
e-Vites, as well as details about an on-pack promotion offering people
the chance to win an English country cottage for next summer.
"We want to understand consumer expectations and perceptions," said Tim
Barkey, brand manager for Copella. "The site is going to provide us with
a platform for consumer relationship marketing initiatives." Haygarth
Group is part of French marketing services group High Co.