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San Francisco-based Adina for Life, Inc., creators of Adina beverages, today announced the launch of its newly developed web site: AdinaWorld.com (www.AdinaWorld.com). The site was built to maximize consumer participation and real-time brand emersion, utilizing increasingly popular social media platforms like Twitter, Facebook, and YouTube, to create an authentic and transparent web-based platform for engaging consumer interaction.
The launch of AdinaWorld.com comes just weeks after the unveiling of Adina’s new line of organic herbal elixirs, “Adina Holistics”, which, like all Adina for Life beverages, were inspired by a vision of a world that “Drinks No Evil” for the consumer who is both health-conscious and passionate about good taste.
“Adina’s mission is to provide consumers with better-for-you-beverage options than what are currently available in the market. Our company’s strength is in our all-natural ingredients and we intend to exploit that through a transparent and honest approach to everything we do, including our web site,” said Bruce Burke, CMO at Adina for Life. Burke and the Adina team have mounted an aggressive grassroots marketing campaign to support the launch of “Holistics”, which includes dozens of sampling events this summer throughout Northern California and New England. “Too many marketers try to manipulate social media to fit their marketing objectives. Adina’s site is ground breaking for the simple reason that it empowers the technology and influence these social networks represent to help us communicate Adina’s brand message”, added Burke.
During the site’s design and construction phase, Gershoni Creative, renowned, San Francisco-based firm, strategically leveraged Adina’s growing underground fan base, by directing visitors to follow Adina Holistics on Twitter, the ultra-popular micro-blogging site.
“The integration of these social media sites into AdinaWorld.com really puts their fans at the epicenter of the Adina groundswell,” said Amy Gershoni, who oversaw the project from inception to launch. Gershoni Creative worked closely with the Adina For Life team to gain a clear understanding of the company’s core mission values of sustainability and healthier beverage choices, and their unique customer base. “You can’t be an innovator in your category unless you embrace a bold approach. Adina’s got great vision and they really follow through on their promise to consumers,” Gershoni added.
AdinaWorld.com features cutting edge technology that builds off existing web 2.0 technologies, connecting communities and inspiring participation. The site features integrated Flickr Photostreams, Facebook Pages and Twitter accounts, and comprehensive product information that actively cross-links ingredients throughout the web. Adina consumers get a hands-on view of the living breathing brand promise—making Adina beverages the only real choice for consumers who choose to “Drink No Evil”.
About Adina for Life, Inc:
Adina for Life, Inc., is led by a pioneering team of entrepreneurs from Odwalla®, and SoBe®. Inspired by the founder vision to create a world that “Drinks No Evil,” these industry innovators came together to grow Adina and change the way the world does business—one drink at a time. The company is dedicated to producing great-tasting, better-for-you fair trade beverages, using only natural and/or USDA organic, directly sourced ingredients from around the world.
Adina natural beverages has three product lines: Adina Holistics™, Natural Highs Coffee Energy; Adina Tribal Blends, an organic fair trade line of exotic gourmet coffees and teas. For more information or to follow Adina Holistics on Twitter, visit www.AdinaWorld.com.
About Gershoni Creative
Gershoni is a Creative Agency helping brands claim their identity and find their voice in a noisy world. Gershoni’s branding philosophy is founded in the real, open expression of a brand’s true identity. Specializing in long-term partnerships, the firm helps clients navigate the evolving brand landscape through insightful strategy and breakthrough creative and authentic programs. With a unique understanding of the value of relationships, Gershoni advocates for and implements solutions that tap into the most powerful tools in business: communication, emotion, and human experience. Visit them at www.gershoni.com.
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