At the height of the Dot-Com bubble in the late 1990's, the "New Economy" was being heralded as the replacement to just about everything we had come to know as normal business in America. One of the largest market segments to emerge was E-Retailing, where industry pundits were predicting online storefronts would make "Brick and Mortar" establishments obsolete. A key hurdle for E-Retailing was having the color of the object in the computer monitor accurately matching the true color of the item being purchased online. Women's apparel was a key challenge to the industry. E-Color developed their flagship product, "True Internet Color", to solve this problem. Ardell was hired to obtain coverage in A-list consumer and retail magazines, and broadcast coverage on major outlets.


Ardell designed a multi-tiered PR program to address key audiences, the technical trade press, e-retailing magazines, business publications, industry analysts, women's magazines, and broadcast outlets. The goal of the program was to first educate key audiences about the huge barrier color matching was to the growth of online shopping, and then brand "True Internet Color" as the solution. Ardell also designed an "Orange Santa" Christmas campaign targeting broadcast media to illustrate the importance of getting color "right".

• The overall program produced extensive ongoing coverage in a wide range of publications including, Business Week, New York Times, Apparel News, Women's Wear Daily, Cosmo, Business Week, PC Magazine, PC Week, Web Techniques, E-Commerce, and many others. Ardell's efforts also resulted in "True Internet Color" winning several awards including, the E-Commerce Innovator Award, Internet World "Best of Show", and Upside's "Hot 100" award.
• The "Orange Santa" campaign resulted in appearances on the Today Show, Good Morning America, and MTV. As a result of Ardell's program, "True Internet Color" became the leading solution for the color-matching problem in online shopping.