By making such a large splash in the increasingly competitive non-carbonated beverage market, and with so many celebrities endorsing its drinks, Glaceáu is arguably the hottest cold-beverage brand since Red Bull. So we decided get an updated taste of the Glacéau website—has its Flash kept pace with its splash?

All the text on the site, which covers Glacéau’s vitaminwater, smartwater, vitaminenergy, and fruitwater beverages, is in the same friendly, sans-serif, all-lowercase font used on its labels and packaging. Three years ago we called the tone “cheeky,” and that description still applies, beginning with the homepage: You’re not just visiting Glacéau online, you’ve reached the “Center for Responsible Hydration.”

The section for vitaminwater, the most popular and largest line of Glacéau’s beverages, has the most content. It starts with a row of bottles representing the 15 vitaminwater flavors; clicking on any drives you to that flavor’s page. Unfortunately, these pages all take a bit of time to load, which is inconvenient if you just want to quickly find out some of the differences between the dark pink drink (focus) and the light pink drink (b-relaxed).

Each flavor’s page has plenty of information about the drink’s nutrients—you learn not only that the defense drink contains zinc, you also learn enough about the mineral to fill a Wikipedia entry. In short, you’ll be less likely to know the drinks as just the “dark pink” one and the “light pink” one.

The section also introduces you to some of vitaminwater’s “friends,” who are famous Americans from the worlds of sport and music endorsing the brand. Two of the more notable “friends” have their own vitaminwater-branded websites: rapper 50 Cent and Boston Red Sox slugger David Ortiz.

Gatorade’s slogan is “Is it in you?”—which you might hear from your win-at-all-costs psycho wrestling coach (i.e., “Is it in you?” isn’t really a question); Glacéau’s is the friendlier and slightly more cerebral “Hydrate responsibly” (and where to better learn how than at the Center for Responsible Hydration?).

While the sections promoting the other three Glacéau products are not as robust as vitaminwater’s, they efficiently introduce these other lines to people who might not be familiar with them. The intention of the smartwater section is to convince you that electrolyte-enhanced water is better than classic H20. Skeptical? Will a picture of actress Jennifer Aniston help? How about learning that a small percentage of smartwater sales goes to an organization called Action for Healthy Kids, which is trying to reverse the couch-potato-kid trend? (Where electrolytes fit in is not exactly clear.)

The vitaminenergy and fruitwater sections simply describe the beverages in each line, but just like the other two sections, the most prominent design element is the actual container you’d find at the store (vitaminenergy comes in a can, the rest in plastic bottles). This helps with brand recognition when you arrive at those refrigerated store shelves and have to sift through a dozen or more beverage brands before you can quench your thirst.

And the site’s not all product labels and vitamin information. You can view the brand’s amusing television commercials featuring its well-known endorsers (see 50 Cent conduct a symphony orchestra), or customize your own version of the shorter “try it” ads—which is lot more fun (and far less annoying) than the original ads themselves.

Every website, no matter what the brand, should be judged on its consistency and accuracy, and Glacéau’s isn’t perfect. For example, in many (but not all) cases, you can zoom in on the image of the beverage container to view its label, which contains quirky copy in the same style as the website. However, this is possible on only one of the four fruitwater bottles and one of the three vitaminenergy cans.

Will the inability to read a couple of bottle labels hurt the brand? Probably not, but it ought to try a little harder. And it’s not going too far out on a limb to assume that users will eventually tire of waiting for almost every page to load.

That being said, by combining specific product information with a consistently clever voice, Glacéau’s website is quite the tall glass of (flavored) water.