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Pepsi-Cola North America is launching Tava, a line of no-calorie, carbonated beverages, with an unconventional marketing campaign that includes a product Web site -- www.tava.com -- banner ads, promotions and sampling events instead of TV and print ads. The fruit-flavored, caffeine-free drink is aimed primarily at men and women ages 35 to 49, the company reported. Flavors include Brazilian Samba, Mediterranean Fiesta and Tahitian Tamure. An 8-ounce serving size is enhanced with vitamins E, B6, niacin and chromium.
Pepsi-Cola North America, Purchase, N.Y.
(914) 253-2000; www.pepsico.com