Cadbury Schweppes is back on the radar with the launch of a new product, A&W and Sunkist floats…in a bottle.
I remember getting root beer floats at my Grandma’s house in the summers of my youth so I am inclined to nostalgia about the concept, though the product might be too rich for me now. Andrew Springate, VP of Marketing, calls them “indulgent treats like nothing consumers have experienced before; one pour and your taste buds will be amazed – no work, no hassle.” Definitely too rich. But a good product idea.
The cousins that I had so much fun with over the holidays would, in particular, love something like this.
And then they would bounce off the walls for a week.
There is more to launching a product than actually getting it into market, and that is getting all of the marketing support up and running. Especially a website. In fact, it could be argued that a website is the cost of doing business these days.
And the Floats website does not work.
I will caveat that just in case it gets up and running later on (as one hopes that it does since it is in every PR clip picked up by Google). The website has not worked all morning. I began trying to view it at 8am EST and it is not past 10…and I just tried a minute ago and still no luck.
Hopefully this is not something that Cadbury interactive agency VML is to blame for. They have been taking serious heat for the debacle that was the Snapple website and, especially after reading some of the comments to that linked story, it is clear that VML cannot afford another fiasco.
Yours truly will keep digging and you can keep laughing at this case of marketing ineptitude.