FMCG's are notoriously bad at understanding the Digital world is now more about conversation with your consumers instead of force feeding. A great example (again from one of our competitors) of engaging in a conversation with their consumers is Innocent Drinks www.rabbiting-on.com. It's a simple site, in fact a simple idea, but it allows consumers to engage with the brand in a fun way and even without the latest and greatest technology it completely fits the brand.