The site, www.klipdrift.co.za
, will eventually contain 'mini sites' for all four products in the range - Klippies & Cola, Klipdrift Gold, Klipdrift Premium and Klipdrift Export. The landing page follows the style and tone of Klipdrift Export's print advertising: it features just a few lines on a cream background, and a Yellowwood drinks cabinet where the graphic in the print execution would have been placed.
Entry is through the brandy cabinet. In the current version, there are vignettes of Klippies & Cola, Klipdrift Gold and Klipdrift Premium, but clicking on the Klipdrift Export icon immediately takes the visitor to its highly interactive and long awaited home.
Here the style and visuals echo that of the brand's most popular television ad to date, 'Friendly Frikkie'. There's a house with a wide porch, 'broekies' lace, a dog by the front door and a cat curled up in the hammock. A Boeing flies over the roof harking back to the old tradition of only having your first drink when 'the plane flies over'. A note 'stuck' to the front gate reiterates the Klipdrift Export pay-off line and invites you to 'Make yourself at home'.
'Inside', the house has been decorated - tastefully - with Klipdrift icons and memorabilia: visuals from the print ads find their place as art on the walls, there's the iconic grandfather clock and the postcards on the fridge are of the many very clever one-liners from the advertising or Klein Karoo Nasionale Kunstefees campaigns, for example.
There are also many interactive elements - the cat 'Klippies' purrs when the mouse icon brushes over her; when you enter the kitchen you must fill the dog Cola's bowl by clicking on it; the cook book on the table contains printable recipes for cooking with Klipdrift; and, alluding to Klipdrift Export's sponsorship support for cultural events such as the Klein Karoo Nasionale Kunstefees , clicking on the reading glasses or laptop in the bedroom takes the visitor to a poetry site, www.litnet.co.za
. Viral functionality allows you to send one of the post cards on to a friend.
Klipdrift brand manager, Sacha du Plessis, said he is delighted with the site: "FCB Impact 361º was briefed to develop a site that would host the family of Klipdrift brands so the 'brandy cabinet' concept is spot on.
"However, as logical a choice print executions are for many web sites and much as the public loves the clean, clever style associated with the brand's campaigns, the style was just not suitable for the 'home' Klipdrift lovers have been asking for. The decision to reproduce the home Friendly Frikkie and his wife would share was the right one, and I have watched the 'clues' taken from the TV ad morph into what we have today.
"I think Klipdrift fans will really appreciate the fact that they can download the adverts, save them as wallpaper for their cell phones, email their friends the post cards and - in the not too distant future - even buy branded apparel from an online shop.
"My team and I are most excited by the fact that the site will evolve and that new elements will constantly be incorporated in a manner that is as natural as enjoying a glass of Klipdrift on the porch after a hot, hard day's work.
"For example, the site today features a shooting game accessed by clicking on the catty on the porch but a future version might include a link to an online chess site that visitors can access by clicking the chess set also on the porch.
"FCB Cape Town has worked hard with Distell to revitalise the Klipdrift brand and this web site goes a long way to continuing that process while enhancing the customer's relationship with the brand," said Du Plessis.
The web site was launched to Klipdrift fans using a viral SMS campaign and the 50 000 unique entries gleaned from Klipdrift Export's 'Double on the Rocks' brand promotion earlier this year.