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NEW YORK On an Internet littered with failed brand-centric Web sites, Mountaindew.com relaunches this week as a lifestyle destination for males 18-24 who may or may not have a skateboard tucked under their arms. It’s part of the Pepsi-owned brand’s effort to expand Dew’s image beyond its action-sports roots.
Created by TribalDDB in Dallas, Mountaindew.com favors layered “pods” designed to highlight the site’s deep content. They include categories for gaming (complete with all things Halo 3), motor sports, a contest for college-age inventors and original content like “The Dew Report,” a series of videos featuring unusual sports like mountain unicycling.
“The challenge is to show that we’re not just about action sports,” said Jason Thalappillil, interactive marketing manager at Pepsi-Cola North America, Purchase, N.Y.
Mountaindew.com
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