Brand website with a 3D product experience for Bar-le-Duc

Bar-le-Duc is a family business that sources mineral water from a spring on the Utrechtse Heuvelrug, a forested ridge in the middle of the Netherlands. The brand targets young people aged 16 to 28 and sells through supermarkets, not directly to consumers. Your Tech Club built the website, together with Crocodile Agency for brand and creative.

What needed to get better?

The old site didn't tell the brand story and didn't prompt visitors to do anything: the design was dated and clear next steps were missing. Because Bar-le-Duc sells through supermarkets, the new site mainly had to build preference for the brand and lead people to the shelf, not to a checkout.

Showing rather than telling

The heart of the brand is the spring, the journey the water makes and what happens to the bottle after use. That lends itself to images and interaction, not to a page of text. And the brand's mission, getting people to drink at least two litres of water a day, lends itself to something you can try for yourself.

What did we build?

3D product experience

Visitors view the products from every angle and explore the packaging up close. The recycling process is built as a visual journey, so the bottle's life cycle is shown rather than explained.

Festival calendar

For each event, the site shows the date, the location and further information, so the online calendar matches where the brand is offline: in the places where a young audience comes across it.

Store locator and hydration check

The store locator shows the nearest stockist based on postcode. The hydration check works out how much water someone needs per day, which is exactly what the two-litres-a-day mission is about.

Promotion with codes on the bottle

Consumers scan the QR code on the bottle, enter the code on the site and see straight away whether they've won something. The platform checks whether a code is valid and hasn't been used before.

What did it deliver?

There was a campaign code under the cap of more than 1.5 million bottles in supermarkets. The promotion generated tens of thousands of entries and brought a large share of those participants to the website for the first time. What made it work was the instant feedback: no draw weeks later, but an answer right away, at the moment someone has the bottle in their hand.

What can the team do with it now?

The festival calendar, product information, articles and campaign pages are managed in the CMS. The site is multilingual and modular, so a new campaign fits onto the existing building blocks.