Fruitworks, a new softdrink from Pepsi, was launched exclusively on the web. Without traditional advertising and only the url on the product to drive traffic, the site focuses on establishing the core aspects of the brand - the drink of self-expression - and increase awareness through viral techniques. A graffiti theme, commissioned by a real graffiti artist, was adopted for the look and feel. The site delivers a creative experience as well as flavor. Visitors can easily create a unique dance track based on their name and email it onto a friend or, through email, create their own comic strip conversation. Viral and grassroots initiatives increased traffic from an initial 250 unique visits to 25,000 per month without any other traffic driving marketing. The Spring Break promotion tripled visits to the site and accounted for the highest levels of traffic of any promotions. The average user session increased 43% from earlier in the year.