Onken echoes 'feel good' factor online

Source: http://www.brandrepublic.com/login/index.cfm?fuseaction=Login&resource=BR_News&articleType=news&article=489141

Emma Rigby Revolution UK 1 Aug 2005

Yoghurt brand Onken has hired agency Dare to redesign its web site following a five-way pitch in May against Albion, Meme Digital, Grand Union and Liquorice.

The site relaunch coincides with a £1.3 million investment in TV and radio advertising to mark the arrival of single-serve yoghurt Smooch.

Users will find product and nutritional information, and lifestyle content on the revamped site (www.onken.co.uk).

The site uses a Flash-based animation of fruit, set to the Phyllis Dillion soul track Don't Stay Away. Users choose a route based on how they feel - healthy, indulgent or curious - represented by three colourful pots.

The lids peel back to tease the user to click and explore the site. Online vouchers will help to launch new products.

Jackie Duff, Onken's head of marketing, said: "Our new single-serve yoghurt, Smooch, is big news for Onken this year, and our ad campaign is part of an exciting category investment for the brand. Our new web site continues to develop Onken's 'feel good' positioning."

Flo Heiss, creative partner at Dare, added: "We want to make the consumer feel good about Onken. The web site evokes this emotion, as well as positioning Onken as a premium brand."