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...and does it rather badly.

Firstly, the new MTVswitch.org site has no sound, just a deathly silence - which is more than a little weird coming from MTV, whose existence is (or was) premised on music promos.

Then there's the cringe-worthy copy that chats on about 'consuming' as if that were an established part of the youth venacular.

Hey, at least there's some 'ads from top agencies' - just what I was looking for. Oh, and hang on, there's something here about carbon footprints too.... *yawn*

It gets better: the 'cool stuff' section is 'coming soon!'. Great. I'll stick with the 'ads' and the 'celeb shouts' then.

Credit to MTV for managing to talk both over and under their audience at the same time, using a mixture of industry speak and patronising kiddy chat ('We've got to save this planet. SERIOUSLY!') to really miss the mark.

Christ, I've just stumbled upon the accompanying MySpace page and blog. They're not pretty.

The folks at Innocent don't just talk the talk.

And they don't just walk the walk, either. Not on their own, anyway.

No, Innocent are inviting all of you to join them on a branded march to the virtual doorstep of Number 10, where you can voice your protest at the unjust tax legislation affecting their company and it's customers.

And you can bet your bottom dollar that legions (herds?) of Innocent Smoothie fanatics will clamber over each other to sign the e-petition.

Is this the most remarkable packaged-goods brand in the world today?

Probably.