Lily Greenwood
Lily Greenwood
Senior Digital Account Exec

#CrabbiesTime A New Digital Campaign

As a brand that’s always looking to do things differently, Crabbie’s Ginger Beer approached Ponderosa to find a new way to talk to its consumers in a busy digital landscape. From this, was born – a website that’s jam-packed with shareable, endlessly entertaining and just plain fun content!

Crabbie’s Time is a site full of games, digital experiences, animations and funny video content. Tied in with the brand’s proposition of Refreshingly Adventurous and their new TV & Radio ad campaign. Encouraging the consumer to explore the world of Crabbie’s and get to know the brand a little more. Check out The Drum & Talking Retail to hear what they had to say about the campaign.


One of the most popular games is  on the site is Where’s Crabbie’s? in which users have to find a hidden bottle of Crabbie’s from within a series of random images. There’s also a new YouTube series called ‘Crabbie’s Labs’ where expert scientists experiment with the ingredients of Crabbie’s in a witty and comical manner. Fruit Thwack Attack challenges users to ‘splat’ the moving fruit as they appear faster and faster on your screen. The remaining experiences will be populated over the lifetime of the campaign, with each month bringing a mix of new adventurous content.

After less than two months live, results are already showing fantastic user engagement. On average, visitors have stayed on site for 2+ minutes, visiting 2.5 pages. We’re also proud to say the site has also been awarded a special mention from the accredited Awwwards site for design, creativity and innovation.

Comments from fans on social media show the site’s content has succeeded at encouraging visitors to engage with Crabbie’s offline – from replicating the Crabbie’s Labs videos by making their own Crabbie’s Jelly to trying the Alcoholic Ginger Beer for the first time, after all they might like it!

Developing the site has been a fantastic opportunity for the agency, allowing us to experiment with new coding techniques. We have used animated and bespoke SVGs (Scalable Vector Graphics) throughout the site, with our favourite example being the How Refreshingly Adventurous Are You?‘ quiz, featuring arm-wrestling fruit and rocket-powered roller skates! SVGs are the latest game changer in the world of images on the web. They are built using co-ordinates rather than pixels, so the code can be embedded directly into the web page, reducing page load for the user.

One challenge to building alcoholic brand sites is the requirement to confirm the users age, an Age Verification Process (AVP) which can act as a barrier between users and the site content. Our approach to this issue was to try a new creative solution, introducing natural language to the form. The process is still the same, but instead of a standard form, the user fills in the blanks in a sentence. Using this method, we have seen a bounce rate that is 10% lower compared to the main Crabbie’s Ginger Beer brand site.


Perhaps our most experimental piece on the Try It You Might Like It, is our new feature Splish Splash Splosh, which features 3D rendered models of Crabbie’s bottles bobbing in the sea. We used a mixture of JavaScript and a new graphics library available in modern browsers (WebGL). Creating the bottles was a tricky process, which involved mapping a flat image on to a generated bottle shape. The end result is a fun interaction piece that delights the user!

We’ve had loads of fun making the site, and results are already showing! So, if your brand is looking for a new approach or an idea that set you apart, then drop us a line.

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