Press releases - Underwired news, wins and launches
UK website launched for P&G's Eukanuba brand
26th January, 2007
Procter & Gamble Europe has launched a new website for the UK market for premium petcare brand Eukanuba, part of the Iams product range, through Underwired.
The website is part of a series of sites based on a template format commissioned by P&G's EMEA head office in Geneva, and which are being launched on a market-by-market basis. The first site, which went live at the end of last year, was produced in Dutch (the latest site, launched in March 2007, is in Italian).
Underwired started working with P&G last summer, when it was engaged to produce multimedia trade marketing support materials for the brand. Eukanuba provides a balanced range of special care nutrition for dogs with sensitive skin, sensitive digestion, excess weight or sensitive joints.
Jason Holland, Underwired's creative director, commented, "It's a high-value, deeply trusted brand as anyone who has a pet who needs special dietary care will know. Producing websites that work across the varied cultures of Europe is always a challenge, both from a tone of voice point of view as well as from a usability standpoint. The differences for instance between what can be said on a button in English or Dutch can be considerable - so design has to be planned meticulously to avoid surprises, even though we don't necessarily know in advance which languages we'll have to cater to." Holland has produced work in a wide variety of languages including Finnish, Korean, and most recently Welsh (for JobCentrePlus).
Underwired's website, eCRM and online advertising clients include Virgin Holidays, Peugeot, Nickelodeon, NESTA and LA Fitness.