I recently got an email from Vitamin V under the "Prescribed Dose" umbrella which, if I remember correctly, is a separate mailing they do with paid content. This one was for Sun-Rype, promoting their "Find Out Now" campaign which talks about the fact that most of their competitors' products don't actually have all that much fruit in them.
Now, the email itself isn't all that fantastic since it doesn't have the same tone as the usual Vitamin V stuff. Also, it's a little too "you go girl" condescending -- how does Sun-Rype know that I'm "a jet-set gal on the go"?
The site that it leads to, though, is really good (the URL could be better since FindOutNow.ca sounds like a PETA site asking you to sign a petition). What's great about it is that they decided to have only one goal for the whole microsite -- to tell you in a simple, visual way what does
and doesn't go into Sun-Rype's "Fruit to Go" bars.
The art direction's great, there is no navigation as the site simply follows the movement of your mouse, and it's really light on copy. Even if you don't read any of the descriptions of chemicals that don't go into the product, in a minute or two on the site, you inherently know that the "good stuff" goes in and the "bad stuff" doesn't. Next time a jet-set gal's in that aisle of the grocery store, there's a good chance this will pop out of the ol' subconscious.
For those committed souls, there's an option to click through to the Sun-Rype site for more information, but most will leave at this point, and that's fine because the microsite's job is done and anything beyond that is probably talking past the sale.