The Dew Goes to Extreme and Back

NEW YORK On an Internet littered with failed brand-centric Web sites, 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, 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. will be tagged on upcoming ads, packaging, p-o-p and online via a blast to recipients of “The Dewsletter.” “Dew Uncapped” fans at will also be alerted. Dew spent $15 million on media January-July 2007, per Nielsen Monitor-Plus.

According to comScore Media Metrix, Reston, Va., nearly 500,000 unique visitors stopped by Dew’s site in August. In comparison, Coca-Cola’s Vault’s has had below 50,000 unique visitors for each of the past two months.’s features include a DewDIY contest in which college kids can upload images, videos and descriptions of inventions they’d like to see developed. Visitors will vote, and the winner receives $5,000 and the opportunity to see his or her idea come to life.