AD AGE CYBERCRITIQUE OF THE WEEK;NOT SO SUCCULENT FRUIT;A FINE CANADIAN BREW

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FRUIT OF THE LOOM

http://www.fruit.com

WHAT'S THERE: With an address like fruit.com and such playful characters as the Fruit of the Loom guys, we think this site could be so much more. Right now, it offers just the basics: company overview, investor info, news releases and corporate history. The most interesting part of the site is the evolution of the logo-which went from an apple back in the 1850s to the hearty apple, pear and grape cluster we know and love today.

WHO CREATED IT: In-house.

LABATT BREWERIES OF CANADA

http://www.labatt.com

WHAT'S THERE: This site has a strong Canadian feel, and that's both good and bad. We learned a lot about Labatt beers, including some that aren't available in the U.S. And one of our favorite features is the series of recipes featuring Labatt beers. But we Chicago residents couldn't join the MVP (Most Valuable Patron) club due to certain cross-border legalities. Nor would Labatt let us play the trivia quiz (but we did anyway). Still, this is an entertaining site with some real personality and cute graphics.

WHO CREATED IT: CYBERplex, Toronto (http://www.cyberplex.com).

WANT MORE REVIEWS?

Go to Ad Age's Web site (http://www.adage.com/IMM/critique.html).

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