Bacardi Lion appoints Edge to handle content creation for its Sensology drinks making website

Edge has expanded its growing list of big brand clients by winning the content creation account for Bacardi Lion.

The new account will see Edge producing exclusive content for Bacardi Lion’s online assets, including website editorial, animation, blogs and social media content.

According to Edge’s head of strategy Richard Parker the aim for the account will be brand storytelling through relevant and interesting content that will entice and engage consumers.

Says Parker: “Businesses, particularly those in the FMCG category, like Bacardi Lion, are realising that content is a key part of the marketing strategy and shouldn’t be an afterthought. Good content has the power to move people, build loyalty and create a brand with a strong currency.”

For Bacardi Lion Edge will be creating content for its Sensology drinks making website, www.sensology.com.au, and social media channels. Content will include a combination of articles, recipes and competitions. Video and animated infographics will also be incorporated into the mix in collaboration with Edge’s new video arm, The Department of Moving Image.

Says Kristie Asciak, Bacardi Lion marketing manager: “The aim of Sensology is to de-mystify spirits and educate consumers on how easy it is to mix great tasting drinks at home. We see the real value in using great content to help us achieve this but also to tell the story of the brands that sit behind the drinks and create more loyalty for our products like Bacardi Rum, Bombay Sapphire and Grey Goose.

“Part of the strategy for Bacardi Lion is using co-created content and leveraging the viral power of good content by involving popular blogger Christina Soong-Kroeger of The Hungry Australian (http://hungryaustralian.com). Soong-Kroeger will be developing exclusive recipes for the Sensology site.

“Co-created content is a trend we’ll be noticing more and more as brands look for ways to take the onus off their internal teams to create valuable content for customers.”

Bacardi Lion joins Edge’s growing list of clients which includes AAMI, Woolworths, Australia Post, Volkswagen, Westpac, Accor, Suzuki and Adobe.