Tava, Pepsi's new line of fruit-flavored, caffeine-free, zero calorie, carbonated beverage is taking an unconventional approach to launch the brand. Instead of Pepsi's usual flashy TV or print ads featuring celebs, Tava is embracing the new media to introduce the brand focusing its efforts into website and banner ads to reach the target. Interestingly, Pepsi's not targeting younger audience but targeting men and women between the ages of 35-49. It also has promotions like having a presence in various arts/music events in 8 of their major markets, as well as delivering free sample to companies like google, apple and bliss spa.Choosing internet over main stream media for the target demographic is unusual, but the target is a group of people that is "reborn digital." Tava's strategy is word of mouth, "talking to the right few who could fuel the many." They may not spend their time online i.m.ing or facebooking but they spend significant amount of time online looking up information on travel, food or music. So the content of Tava's website is consist of downloadable songs from emerging musicians, feature the works of a few different artists, info about arts events, etc. Tava's banner ads are to appear on sites like AOL, CitiSearch, dailycandy, discovery, Oprah, Evite and weather.com.
