www.vitaminwater.com
Full of nutritional and vitamin-oriented advice, the Vitaminwater site offers help for all the deficiencies brought to bear by modern, urban living. Click “Focus” and up comes a nighttime view from one office tower straight into another. “Keep it Keen!” the web text exults in pink, letting us know that “vitamin A and ginkgo help tired peepers. So you can focus on work … or other business affairs.” Choose “Energy” and you’ll be led to vitamin C and ginseng in a tropical citrus flavor, and encouraged to wake up, brave the “oh-so-bright light of the refrigerator,” and grab a bottle.

“Vitaminwater is becoming increasingly popular around the world as consumers become more health-conscious,” offers AKQA’s Molly Parsley. “The site educates consumers on how Vitaminwater is relevant throughout their day.”

From the home page a particular flavor of Vitaminwater will be served up based upon the time of day and that flavor’s functionality. At 8:00 a.m., “Essential” (orange-orange) will appear touting its benefits and how it favorably compares to OJ (less acidity, half the calories, and more nutrients). Major components to the site include: a store locator, ingredient glossary, hydration barometer, and product line-up accompanied by amusing images and clever copywriting.
Romy Ashby

AKQA
SENIOR ART DIRECTOR: Brendan Dibona
TECHNICAL DIRECTOR: Nick Velloff
DESIGNER: Michael Powell
CONTENT DIRECTOR: Suellen Schlievert
CLIENT: Glacéau
CONTACT: www.akqa.com