AKQA Refreshes Vitaminwater Site

BOSTON AKQA said it has relaunched the Web site of Glaceau Vitaminwater (www.vitaminwater.com). The enhanced water is produced by Whitestone, N.Y.-based Energy Brands, which awarded the assignment to San Francisco-based AKQA in late 2004.

The flash-based site launched this week and seeks to convince consumers that the product is relevant throughout their entire day.

When consumers first visit the site, a particular flavor of vitaminwater will be served based on the time of day and that flavor’s functionality. For example, if it is 7 a.m., “essential” (orange-orange) will appear touting its nutritional benefits.

The revised site also includes a custom label maker and a store locator, allowing consumers across the country to find retail locations carrying Glaceau products.