• The New York Times, Friday, March 14, 2008 10:45 AM

Pepsi-Cola North America is bringing out a line of no-calorie, carbonated beverages named Tava with a campaign that is bypassing mainstay media like television and print. Instead, Tava is getting a spirited send-off with its own Web site (tava.com), banner ads, promotions and offbeat stunts like sampling events at popular shops and the delivery of free samples.

Tava--which is fruit-flavored and caffeine-free--is being aimed primarily at men and women 35 to 49. Pepsi believes that there is a big enough segment of that demographic that is 'reborn digital,' according to Frank Cooper, vice president for flavored carbonated soft drinks, with whom they can make an emotional connection online.

In addition to providing samples to employees of companies like Apple, Bliss Spa, Google and MTV, Pepsi-Cola is giving away Tava at events like the Sundance Film Festival and to customers of businesses like Frank's Chop Shop, a barbershop on the Lower East Side of Manhattan. It will also offer the beverage to arts lovers at plays, concerts and festivals, and to celebrities at locations like the set of the TV soap opera "General Hospital."

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