Objective: UPumpItUp.com is a Kraft cause initiative for the Crystal Light brand. The goal is to become the definitive social networking site geared to women. As opposed to the usual territory of fitness or beauty, this site will focus on women's pursuit of balance. It will also challenge them to pursue personal goals on their own terms, with the help of lifestyle experts like actress Mandy Moore.
Idea: With minimal branding, uPumpItUp.com is an effort by Crystal Light to reach ...