Lambs Navy Rum has a prestigious heritage dating back over 150 years, when Sir Alfred Lamb first created the unique taste in 1849. Up until the 1970s, the brand had strong marketing and advertising support – taking it to the height of fashion with Lamb’s Navy calendars and testosterone fuelled Caroline Munro billboards. But it had subsequently fallen to the back of the consumer’s mind and was left to fend for itself.
true british character.
Lambs Navy Rum was one of those drinks where enter most boozers, you would discover a dusty bottle sat lurking on the shelf. Yes, it was the preferred tipple of the odd elderly local, but it certainly wasn’t the drink of choice for a discerning crowd of younger drinkers and cool bars.
We wanted to make the brand relevant to a younger, sceptical rum drinker, changing perceptions and standing toe to toe with the brand leaders – in a way that if we were up there, we’d be nervous about the noise this re-merging brand was making in a bid to grab market share.
looking to the past to create the future.
Looking back over the archives, one thing that stood out was the True British Character that felt inherent in the brand (Alfred Lamb) – this core thought would be the new positioning of the brand that was developed by through the Group, Ponderosa.
Once the proposition and campaign creative was established, time was taken to really plan and understand how we wanted to present this online. We mapped out structure and user journeys – not just how users would move through the website, but the journey from say an advert in GQ, to Twitter via #TrueBristishCharacter and then into the website from a cocktail link, or from a YouTube video direct to a True British Character profile page.
true british character
maximising campaign photography
A campaign look and feel for True British Character had been set, including great photography, product shots and videos. The challenges for digital creative were how to then present this online in a visually stimulating, responsive site that maximised the campaign photography.
The campaign photography and depiction of the True British Characters was so strong that we wanted to fill the users screen, drawing them into the site. During the planning cycle, we had raised the idea of using the bottle shape to present content pods throughout the site. This proved to be the foundation of the site design, as it created a visually striking presentation of content but the shape allowed content areas to stack responsively.
Understanding the potential journeys through the site, and that users would land from other channels to content within the site, the hexagonal content pods allowed us to extend the user journey further into the site.
those bloody hexagons!
It’s always a challenge to build a responsive site, more in the thought of building from the smallest device up to desktop and the time to build and test is much more than one that isn’t.
Development we’re involved in all the planning and wireframe sessions so they had a good brief both structurally and visually on how everything should look and be linked.
Once the basic layout had been developed the challenge was implementing the hexagonal content pods, both physically presenting them and then allowing them to flow and stack as you dropped size. This required a lot of testing, some tweaking and more testing. Once cracked then we ploughed through the remainder of the site.