Tava.com: a refreshing spot
for music and cultural events.

Pepsi's campaign for its new beverage brand is taking the road more frequently taken: cutting out traditional media entirely, reports The New York Times.

No-calorie Tava will debut through online promotions and advertising only. Banner ads will point to Tava.com, where visitors will find drink information, downloadable music and news on cultural and arts events in cities across the country.

Offline, the microsite and banner ads will be buttressed with sampling events at the Sundance Film Festival, and the headquarters of companies like Apple, Google and small New York businesses.

The myopic focus may seem counter-intuitive for Tava, which aims for females between 35 and 49. But Pepsi and its ad partners contend these women are online much of the day, sending emails and seeking lifestyle news and advice.

Pepsi acknowledged that traditional advertising is good for building brand awareness, but maintains the online strategy will encourage people to spread word of the drinks via email and other communications.