News Bits

The interactive unit of Merkley Newman Harty & Partners (MNHi) today re-launched the branded site for Pfizer’s Lipitor, a prescription cholesterol lowering medication. Located at, the site features sections such as Cholesterol Q & A, Risk Factor Survey, Recipes of the Week and Success Stories. The goal of the site is to drive people to the doctor to ask for Lipitor by name. MNHi developed the online brand identity, information and application architecture, graphic design, and client- and server-side programming for the client. Prior to this launch, MNHi created an unbranded site for Lipitor (, which educates consumers about the risk and prevention of cholesterol.Woodchuck Draft Cider, a product of Bulmers America, has debuted a Web site via Boston-based interactive agency Red98. The site,, features an overview of the four styles of Woodchuck cider, recipes of mixed drinks, a history of hard cider, a downloadable screen saver and a virtual tour of the Vermont plant where the cider is produced. The site launch is meant to set the stage for a new advertising and marketing campaign currently being developed by Clarke Goward Advertising, Boston.Fusebox in New York has launched YouthAIDS (, a global initiative of Populations Services International (PSI), to raise funds and awareness to stop the spread of HIV/AIDS among young people. The campaign broke last week with advertising, public relations, celebrity endorsements and the announcement of a global MTV concert for 2002. In addition to Fusebox, YouthAids also partners with DDB, Ford Models and Ford Music, Edelman Entertainment Marketing and Artists Against AIDS Worldwide.