Tetley’s Bitter relaunches ‘smoothly does it’ website

Tetley’s Bitter has relaunched its smoothlydoesit.co.uk website in order to develop an online consumer database and reinforce its offline advertising and status as the official Beer of England Rugby and the England Team.

The new-look site focuses on the brand advertising theme of “Smoothly Does It”, with a range of interactive content and features requiring “smooth thinking”. As well as two interactive games, the “Smooth Offers” section hosts a brainteaser competition every fortnight, with prizes ranging from a year’s supply of Tetley’s Smoothflow to tickets for international rugby matches and Tetley’s Bitter Super League.

One of the main features of the site is “Smoothly Does It At The Reception”, an interactive game based on the “smooth thinking” theme of the new TV ad, where the hero prevents his girlfriend from catching the bride’s bouquet by passing her a pint of Smoothflow at the crucial moment.

The site’s relaunch builds on Tetley’s position as the beer of both Rugby Union and Rugby League with a dedicated rugby section called “Rough and Smooth”, which shows the latest fixtures, results and tables from the Tetley’s Bitter Super League and Tetley’s Bitter Cup. There is also a selection of rugby-themed wallpapers and a screensaver.

The highlight, however, is “The Crunch”, a new interactive rugby game where contestants must reach the try-line and score, while fending off the “bone-crunching tackles” of the opposition. It comes complete with streakers, stray dogs and “authentic” sound effects.

AKQA developed the strategy, creative work and technology for the site.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here