Fruit2O? has released a completely redesigned brand site, created by interactive marketing and web development agency of record Enlighten.
"The relaunch of http://www.fruit2o.com marks a big milestone for Fruit2O as we redefine the Fruit2O legacy and refocus the brand on our heritage in fruit," says Dave Zellen, brand manager for Fruit2O. "From this point forward, the story of fruit and the refreshment of water will be integrated into everything Fruit2O communicates to consumers. We expect this new web platform to serve as the communications hub for all ongoing marketing efforts including public relations, sampling, events and special offers."
The Fruit2O site incorporates a new design, redefined information architecture, and social networking elements to promote brand interaction. Enlighten employed the Microsoft .NET Framework Version 2.0 and Adobe Flash technology to highlight the Fruit2O products and communicate their benefits to consumers in an engaging way. Among the key features of the site is its dynamic Flash background, which creates a relationship between the site page and the products by changing color to correspond with each flavor viewed. The animation is reset when a different flavor is clicked, adding life to the "Our Water" section.
To facilitate ease of site use, SWFAddress was also implemented to allow users to jump and bookmark different flavors within the Flash Theater. When a flavor is viewed and the site is refreshed, that flavor stays with the user as opposed to the site resetting to the home page. This development feature has marketing applications as well, allowing Fruit2O to link from a promotional display or paid search ad directly to a specific flavor. Care was also taken to ensure the site is visible to search engine spiders for the purpose of search engine optimization. Flash content was replicated in HTML for this purpose, as well as for the benefit of the small percentage of Internet users who don't have Flash installed in their browsers.
Additional features such as polls and the ability to bookmark and share site pages through social media services like Digg, Facebook, and Twitter encourage consumers to interact with the Fruit2O brand. Consumers can also use the site as a source for product coupons, and to look up Fruit2O retailers through the "Where to Buy" tool. A combination of HTML and XML ensures that updates to product detail and nutritional information - as well as the addition of new coupons and products - will be quick and easy for the brand to make moving forward.
"Fruit2O identified an opportunity to reach a target audience that wasn't being served by other brands, and this new site reflects that," says Dixon Kane, Engagement Manager with Enlighten. "Enlighten was able to leverage its CPG category experience and expertise in effectively marketing to women - one of Fruit2O's key audience segments - to create a web experience that's befitting of the customer's lifestyle and the way she chooses to consume information online."
About Fruit2O?
Fruit2O? was the first fruit-flavored water to hit the shelves in March of 1999, pioneering the impressive growth of the flavored water category. Since then, Fruit2O has been committed to providing consumers with the benefits of fruit nutrients combined with the refreshment of water to help them live a healthy, happy lifestyle. Every Fruit2O product still contains zero calories, zero sugar and zero to few carbohydrates per serving, just like the original Fruit2O flavored water. The Fruit2O brand is owned by the Sunny Delight Beverage Company based in Cincinnati, Ohio. To learn more about Fruit2O and its newest offerings, visit WWW.FRUIT2o.COM.
About Enlighten
Enlighten (http://www.enlighten.com) is an interactive marketing, web development, data analytics, and strategic consulting firm building innovative online experiences for major brands including Hunter Douglas, Richmond American Homes, John Frieda Collection, Jergens, Bior?, illy caff?, Olympic Paint and Stain, Fruit2O, Jimmy John's, Comerica, Central Bancompany, HealthMedia and more. Based in Ann Arbor, the privately-held, award-winning firm was founded in 1983.
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