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.

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