PepsiCo is banking on new media to promote its latest beverage line Tava. Instead of its signature glitzy TV and print ads, Pepsi has opted to take the Tava campaign online and direct to consumers to better connect with its target market of 35- to 49-year-old men and women. "There used to be an assumption this target was not online. But there's a group in that category that's 'reborn digital.' They've lived through the change and learned to adapt to it," said Frank Cooper, flavored carbonated soft drinks VP at PepsiCo North America.

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