Formed in 1996 in Whitestone, New York, Energy Brands Inc. pioneered the enhanced water category. Energy Brands is the parent company of Glacéau water products, which sells water under the labels

On choosing a bottle, the product jumps straight up, produces a tune, and displays a funky Q&A based on the selected drink. For example, we learn that the fruit punch VitaminWater, called "revive," contains vitamin B and potassium. The exchange of question and answers typically flies at this level: "q: if i put revive in my fish tank will my goldfish wake up? a: we don't believe in animal testing." A click on the bottle brings up a facsimile of the "revive" label, complete with barcode.

A floating bubble on the top left hides the secondary menu, serving as a kind of IQ test for those who might not be smart enough to find that there is more to the website. Besides product information, the navigation menu displays store locator, label maker, glossary, faqs, company info and contact.

The label maker is a cool feature, which again nicely reinforces the brand and allows VitaminWater to both collect information about its visitors and plumb for free ideas. Visitors can take a shot at making their own label of a vitamin drink complete with attitude, colors and minerals. To view your label, you have to supply an email address, giving the brand managers access to a mailing list of interested consumers.

With drinkbetterwater.com, Glacéau provides an excellent example of website development aligned with its brand positioning. Rather than being a display of technological know-how, the Flash technology is deployed here to enhance the website's content without overwhelming it. It is well balanced. From a branding viewpoint, Glacéau's web presence scores well above average and is among the best online presences Webwatch reviewed this year.