PriceWeber, a full-service digital advertising agency headquartered in Louisville, has launched a new website for KORBEL California Champagne. The mobile-first website went live in June and further positions KORBEL as the Official Sponsor of Brunch.®
“KORBEL’s visual identity has evolved across other forms of communication, including point-of-sale, print advertising and television. PriceWeber’s goal was to align the website with this evolution and inject more of the fun and liveliness that defines the brand into the online experience,” said Robert Trinkle, account director and vice president at PriceWeber. “This can be seen through new animations, an updated color palette, the way cocktails are represented and other surprises hidden throughout the site.”
PriceWeber’s in-house planning department completed a usability study of KORBEL’s site to better understand consumer behavior and to design and deliver a better web experience. The agency’s account service, creative and digital teams kept mobile and tablet usage trends at the forefront of site development, which resulted in a more dynamic web experience for the user in the final product. The new site also leverages user behavior trends and incorporates fun, personal quizzes designed to entertain and educate consumers about KORBEL products, and generate customized California champagne and cocktail recommendations aligned with their unique tastes.
“KORBEL’s brand team has been working to take ownership of the brunch space, leading to our designation as the Official Sponsor of Brunch,®” said Todd Kennedy, brand director of KORBEL California Champagne. “This new site will further solidify our ownership of that space. The site will also allow consumers to browse our full family of products, search for fun and seasonal cocktail recipes and learn about the history of KORBEL.”
Established in 1882, KORBEL produces the United States’ favorite méthode champenoise champagne. Owned and managed by the Heck family since 1954, KORBEL currently makes 11 California champagnes and a small amount of still wine. In a separate facility, KORBEL also produces one of the country’s most popular brandies. KORBEL has been an agency brand of Brown-Forman since 1965.
PriceWeber serves as the agency of record for such Brown-Forman Corp. brands as Early Times Kentucky Whisky, Collingwood Blended Canadian Whisky and Canadian Mist Blended Canadian Whisky. The 49-year agency-client relationship has seen the development and launch of several successful projects in recent years, including the redesigned Collingwood Whisky website, recognized by Communication Arts as the Webpick of the Day in 2016, and television spots for KORBEL California Champagne that secured two Telly Awards in 2016. PriceWeber’s work for Brown-Forman Corp. brands earned top honors in the annual Beverage Dynamics Awards competitions for the past three years, with the agency bringing home more awards than any other entrant for the past two years.
PriceWeber, self-branded as “The Common Man’s Agency That’s Not So Common,” has built its reputation representing the brands that built, and are building, America. Other agency clients include The Hershey Co., Cummins Inc., Norton Children’s Hospital, Dagoba Organic Chocolate, Alec Bradley Cigars, Kentucky Science Center and Louisville Zoo. PriceWeber’s services include advertising, branding, marketing research and strategy, media planning and buying, digital, social media, public relations, video and photography.