PROBLEM
Redesign site to ensure brand continuity, increase loyalty, and convert light users to advocates.

SOLUTION
Use “Miles Away From the Ordinary” as stimuli for an “anti-site” approach— creation of a site rich in experience rather than content.

RESULT
• Site breaks into top 10 most popular
  beverage sites, up from 50th within
  adult beverage sites
• 20% of visitors completed all site
  activities to receive free screen
  savers