An Aussie icon for almost 100 years, Weet-Bix needed an online facelift to bring it into the 21st century. Whilst a website existed for the brand, it was outdated and failed to capture any user data – an important criteria of Sanitariam's new-millennium online strategy.

Leveraging Weet-Bix' sponsorship of the Socceroos during their World Cup campaign, the new look website fuels World Cup fever with trivia, competitions downloads, a team profile and the opportunity to send a support message to Tim Cahill (also sponsored by Weet-Bix). Each action captures key user data for the Sanitarium eCRM database whilst building a brand relationship with consumers.

Once soccer fever dies down, the new look website (now in-line with online brand guidelines) will continue to offer relevant user information and activities thanks to the information captured during the World Cup campaign.