The Dew Goes to Extreme and Back

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 will be tagged on upcoming ads, packaging, p-o-p and online via a blast to recipients of “The Dewsletter.” “Dew Uncapped” fans at Facebook.com 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 Drinkvault.com has had below 50,000 unique visitors for each of the past two months.

Mountaindew.com’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.