AD AGE CYBERCRITIQUE OF THE WEEK: A RE-ENERGIZED SITE

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SITE: www.energizer.com

WHAT'S THERE: Some Web sites don't keep going and going. And that's a good thing. Recently Energizer redesigned its site and the result is a light, humorous, bunny-filled site that capitalizes on and expands the personality of the brand's beloved bunny.

The site rides the line of providing product information in a way that not only makes the reader appreciate it but enjoy it as well. This is accomplished with perky, quirky graphics and a sense of humor.

In the Battery Buzz section, Energizer tries to show visitors how much their lives are improved by the existence of batteries. Boom boxes instead of banjos; pagers instead of pigeons; "Space Invaders" instead of jacks. In the Toys & Gizmos section there are more examples of odd and wonderful things fueled by the alkaline battery.

Then there's the pink one itself. The bunny has its own section detailing some of its history and travels. Visitors can take part in several Web site staples like sending postcards and taking quizzes-features that are almost as well-tread as the "keeps going" gimmick. But every now and then Energizer takes the Bunny in a new direction and keeps it fresh. By periodically redesigning, corporate sites can keep on going.

WHO CREATED IT: TBWA Chiat/Day/

Los Angeles; Jamison/Gold, Marina del Rey, Calif. (www.jamisongold.com).

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