If you’re interested in beers (marketing) there’s the new Asahi UK website to check out. It has been launched recently and it actually still misses some contents that will be activated over the next few days. The site is illustration-based and quite stylish, and it presents the kind of content beer brands/cool brands are expected to propose: music, events and lifestyle. The design of the site is very nice, but the experience in the end is not as promising as it looks at first sight. Interactivity is missing and also the content lacks a touch of originality (but the music in the lounge room is quite cool). Of course, since the site has just gone live, I understand it’s too early to judge… (but they’ve presented the launch of NMA, so…) Maybe I’m just not a big fan of “soft launches”… there’s so much to out there to see, that if you launch something new you must be sure that the first visitors will fall in love immediately with your work. Unfortunately I feel that there isn’t much room for second dates in the online world. To look promising but not exciting is no longer enough to appeal consumers and generate regular visits, especially when you position yourself as a lifestyle brand, and you aim at delivering your lifestyle message through content such as guides to cool places and music. What do you think?
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