Created by FCB Impact 361° to be an online version of the bar that features in the television commercials, the web site is very quirky. For example, moving the cursor over the quintessential stuffed trout mounted on the wall elicits not the expected singing but quick and tart quips.
The site is updated regularly, easily more than once a month, says FCB Impact 361°'s Glynn Venter. This is to maintain its freshness and take advantage of current and topical events and give them 'that Savanna twist'.
For example, for Left-handed Day, Venter put famous lefty Marilyn Munroe on the site. She hides a list of other well known lefties like Tom Cruise, Charlie Chaplin, Angelina Jolie and Michelangelo. There's also a rather naughty poll which asks visitors to say how they celebrated Left-handed Day.
"The web site plays a major role in Savanna's marketing," says Venter. "Because of this, and the cost-effectiveness of online, we use it all the time to take advantage of events and happenings which we can turn into something fun and light-hearted. This complements Savanna's positioning and gives it a topicality which we just wouldn't be able to achieve using traditional media."
Savanna Dry Premium Cider was launched in May 1996 and Savanna Light Premium Cider in May 2000.