By answering regular polls (such as helping choose future packaging or a model for a poster campaign), registered users become "advisers" and earn points to spend on discounted products in an exclusive online boutique. There is a blog too and comments are enabled, albeit vetted by an editor.
The press release talks about "web 2.0" but the site lacks tools for users to actually express themselves or connect with each other. This means that the site is falling short of being a true community and viral growth will be driven by the availability of discounts more than anything else.
Nonetheless, it's a good step forward for a FMCG brand in engaging with consumers in co-creation. Why not push it slightly further and ask consumers to suggest packaging ideas of their own too?
Thank you Gaylene for the tip.