A lot of big brands have been looking for new ways to engage in the digital space, but the latest foray from Pepsi-Cola is making headlines, not for its tactics, but for the audience it intends to reach.

Pepsi plans to rely heavily on the internet to reach 35- to 48-year-olds in a campaign for Tava, a new fruit-flavored carbonated beverage, according to The New York Times.

While many brands have turned to digital-heavy strategies for new product launches, most of those brands focused on younger demographics. But officials at Pepsi say the web is the best place to find their target demographic.

"There used to be an assumption this target was not online," said Frank Cooper, VP for flavored carbonated soft drinks at Pepsi-Cola North America. "But there's a group in that category that's 'reborn digital.' They've lived through the change and learned to adapt to it."

In addition to heavy banner ads, the Tribal DDB campaign will feature product giveaways to employees at companies like Google and Apple, as well as free samples at concerts, festivals and plays.