www.nesteaice.com
Normally, characterizing a product website’s content as random would be a criticism, but at www.nesteaice.com, the randomness is what makes the site so successful. Nestea Ice isn’t any ordinary ice tea; it has a cooling agent that numbs your mouth as you drink it. So the design team at JUXT Interactive decided to play up this unique quality as they marketed the new drink to college students. In fact, the site hits the mark so perfectly that it inspired the beverage’s tagline: absurdly cold.

“This audience has a short attention span,” says JUXT Interactive’s creative director Todd Purgason. “We’ve got them for three to five minutes.” To grab visitors quickly, the team put together a cornucopia of off-the-wall, spontaneous content that this age group flocks to online.

Visitors can watch videos of Ice ’N—a British rapper who’s actually a puppet made from ice cubes—or take in a short film about a Mexican wrestler who has teamed up with Nestea Ice to rid the world of hotness. It’s an absurdly fun way to build brand awareness.
Michelle Taute

JUXT Interactive
EXECUTIVE CREATIVE DIRECTOR: Todd Purgason
ART DIRECTOR: Jorge Calleja
DESIGNERS: Kenneth Macy, Justin Bernard
LEAD PROGRAMMER: Victor Allen
WEB DEVELOPER: Eric Lim
FLASH DEVELOPERS: Christian Ayotte, Erik Bianchi
PROJECT MANAGER: Kristen Myers
COPYWRITER: Joe Shepter
ICE ’N VIDEOS DIRECTOR: Ahmi Manson
EXECUTIVE PRODUCER: Steve Wages
CLIENT: Nestea Ice
CONTACT: www.juxtinteractive.com