Nearly 50% of the top consumer package-goods sites sell products or market merchandise of some kind online, according to a February 2002 report by Forrester Research.
Simplyorangejuice.com was launched April 15 shortly before crates of the not-from-concentrate drink from the Coca-Cola Co.-owned entity shipped to stores May 1.
'Awareness and excitment'
"We wanted to create awareness and excitement about the brand prior to its launch and extend the brand promise to our customers," said Bobby Patton, group brand manager for orange juice for Minute Maid.
Simply Orange, like
Plenty of consumer-focused marketers outside the segment use Web sites to strengthen bonds with consumers and boost sales. Consumer package-good marketers "view the Internet as an additional medium as opposed to a technology to integrate media," Mr. Rubin said. "Lots of different industries like apparel and travel focus more."
At the end of last year, for instance, Pfizer launched its Lipitor.com site; Nike started NikeRunning.com; and Fujifilm USA relaunched fujifilm.com.
Complementing offline campaigns
All accompaniments to campaigns with TV and print components, both consumer package good and non-consumer package good sites continue "online a conversation begun offline," said Marlena Schwarz, director of client strategy at Sharpe Partners, the New York shop that created simplyorangejuice.com and fujifilm.com.
Fujifilm, for example, attempts to expand consumers' notion of the brand -- Fuji supplies film but also other resources to photo enthusiasts.
Fuji's Pictureyourlife.com, an offshoot of Fujifilm.com, targets the casual photo buff. Consumers who register get advice from experts, can share tips with other hobbyists in chat rooms, or send photos using Fuji-branded e-mail. The e-mail function is a viral-marketing technique designed to cultivate brand recognition in a digital medium.