'You cannot rationalise the 8x4 brand, the user simply must feel that the website is full of life ... scent and flavour has to be transported through other mediums', says Christopher Stoll, creative director at Fork about his approach to interpreting brands in the web and his concept of sound design is of particular importance to the success of the site. Fork's sound designers created not only a new jingle for 8x4 but additionally a whole sound library to attach to each and every interactive event during an 8x4 visit. No melody is left to stagnate in a typically irritating never-ending loop instead, event-based sounds turn simple browsing of the site into an orchestrated reward for exploring every corner of the promotion. True to their claim "Tu was du nicht lassen kannst. Aber tu's mit 8x4" ("Do what you have to do. Just do it with 8x4"), visitors can personalise a graphic on their own computer and enhance it with 8x4 sounds, animation and subtle branding. Beyond entertainment, the internet presentation encourages you to try out the different products and flavours of 8x4 deodorant: "Arms up!" for deo-spray, roll-on, deo-compact and stick. "Wirkung" ("How it works") describes 8x4's effectiveness scientifically and 8x4's deologists provide expert information. The website will soon be a platform for upcoming online activities and competitions but for the time being the motto is: "Smells like teen spirit" and "send an 8x4 e-polaroid!"