Press Dispensary - February 01, 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 London-based digital agency, Underwired (http://www.underwired.com).
The resulting web presence (http://eu.eukanuba.com/specialcare/uk/) is part of a series of sites based on a template format commissioned by P&G's EMEA head office in Geneva. The sites are being launched on a market-by-market basis. The first one, which went live at the end of 2006, was produced in Dutch.
Underwired started working with P&G in summer 06, 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: "As anyone whose pet needs special dietary care will know, Eukanuba is a high-value, deeply trusted brand. Producing websites that work across the varied cultures of Europe is always a challenge - both from a tone of voice point of view and 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.
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Notes for editors
For further information, please contact:
Felix Velarde, managing partner
Tel: +44 (0) 207 012 3992
Email: felix@underwired.com
Site: www.underwired.com
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