BackgroundClan Campbell - at 60 years old - is a relative newcomer to the Scotch Whisky market, although it is now the world's twelfth largest-selling whisky brand. It is particularly successful in mainland Europe and has a growing presence in developing whisky markets like Australia and South Africa.CCG.XM was appointed to create an international website to further the brand's marketing objectives and communicate its "courage and solidarity" brand promise.ObjectivesTo create an energetic, intelligent and involving website which would:leave visitors feeling good about Clan Campbell and eager to try a bit of "courage and solidarity"gather data on existing and potential Clan Campbell drinkers TargetThe core target is the male, 18-25 year old spirit drinker, with secondary targets of Pernod Ricard staff, whisky writers and journalists. Although the core target is male, it was important that the site did not alienate women.StrategyThe user is encouraged to play one of three games which highlight and contemporise the brand values of ‘courage and solidarity’. Depending on their performance they are delivered to a different aspect of the whisky content. There are also innovative prize competitions as well as relationship building tools.