INTERACTIVE: AD AGE CYBERCRITIQUE OF THE WEEK: SNAPPLE SITE: WHERE'S WENDY? SITE: WWW.SNAPPLE.COM

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WHAT'S THERE: Back when Snapple launched its site, there was a shared quirkiness with its print and TV ads. Part of that image was the Snapple lady, Wendy. Then as Snapple switched ownership and agencies, Wendy disappeared, then reappeared in ads. But she's nowhere to be found on the Web site.

Some marketers, such as Nissan (www.nissan-usa.com) have done a good job incorporating their TV personalities into their Web sites. Mr. K's smiling visage can be found all over Nissan's site.

Heineken USA created a new site for its Amstel brands (www.g-boyd.com), with a "Homepage of Decency" to complement its TV, radio and outdoor spots.

But as Snapple redesigns, we find no Wendy, and that's a shame.

The site as it stands is nice. Snapple understands that it is a culty product and tries to foster a community feel by allowing Snapple fanatics to create their own Web pages right on the site.

It's also got tons of games to play, screen savers, wallpaper and the like. All it needs to tie it together is a personality. The graphics do a pretty good job, but Wendy would do it better.

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