INTERACTIVE;AD AGE CYBERCRITIQUE OF THE WEEK;SORRY, CHARLIE!; EAU DE RALPH LAUREN

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STARKIST TUNA

http://www.starkist.com

WHAT'S THERE: StarKist's site is banking on the appeal of Charlie the Tuna to reach kids. A history of Charlie's TV commercials, screen savers, tattoos, coloring book pictures, T-shirts and magnets are all available. But while there are recipes and nutritional tidbits for parents, we think that StarKist ought to target a broader demographic-like busy adults who don't have time to eat nutritiously. Charlie might be better off appealing to an audience that actually likes the taste of tuna and can appreciate his dry wit.

WHO CREATED IT: Hill & Knowlton, New York (http://www.hillandknowlton.com)

RALPH LAUREN FRAGRANCES

http://www.ralphlaurenfragrance.com

WHAT'S THERE: Other than having one of the longest domain names on the Web, this site's main fault is something the folks at Ralph Lauren can do nothing about: You can't smell online. The company compensates by offering other sensory experiences: a cybersoap featuring Lauren products and a real-time chat room. While these are neat tricks that may get some repeat users, the site's requisite product information is less than inspired and, in one section promoting appearances by Lauren models, out of date.

WHO CREATED IT: Razorfish, New York (http://www.razorfish.com)

WANT MORE REVIEWS?

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

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