Feb 20, 2008 6:04 AM, PROMO Xtra

Kraft is teaming with Mandy Moore to promote Crystal Light's new social networking site.

Crystal Light, the low-calorie beverage mix owned by Kraft Foods, has launched an online social community centered on women’s personal fulfillment and lifestyle enrichment.

Actor and recording artist Mandy Moore welcomes visitors to uPumpItUp.com and introduces four online experts in entertaining, fashion, wellness and exploration. Visitors can click on each expert’s Flash animation and move to a page of recommended “challenges” in that area: Everything from meeting five new people or starting a meditation circle with friends to learning a few words of a new language.

Each subject area carries a recommended challenge from the expert in that field and a parallel one from Moore. Visitors can also create and post their own customized challenges and invite friends to come to the site and join in. They can also see a list of the most popular or most recent challenges in each topic area, or search all the challenges.

Users can sign on for any challenge that suit them, register at the site, set interim milestones toward accomplishing those goals and track their progress. Along the way they can receive online encouragement from other site members in the message board areas or from the topic experts via blog posts.

Branding on the site is confined to a “Powered by Crystal Light” notice at the bottom of the page.

“Crystal Light is thrilled to partner with Mandy Moore and our wellness experts to help women achieve their wellness goals,” Senior Brand Manager Carolina Yepes said in a statement. “Through conversations with consumers, we identified this pursuit as an emerging need, so Crystal light created uPumpitUp.com to help guide women.”

Crystal Light also announced that it has added four new flavors to its product line, including Red Tea and Metabolism +, bringing the total selection to 28 varieties.
Avenue A Razorfish developed the Web site. Ogilvy handles the video filming and Aspen Marketing Services brokered the deal between Moore and Kraft and built the wellness panel for the campaign.

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