Budweiser.com was created in 1997 to enhance brand awareness to the online market. Since then, the site has grown immensely and was redesigned in March of 2000 to its current state. One of the primary challenges for Budweiser and budweiser.com is that Budweiser is not a special occassion beer. It's an everyday beer. When Tribal DDB redesigned the site, one of our main goals was to turn its "everyday" nature into an advantage. The strategy was to reposition budweiser.com not just among their core target audience (adults, 21-27), but among society. As a result, budweiser.com's awareness has grown exponentially in 2000. Since Tribal DDB took over the site in 1998, site traffic has increased over 75%. The site is not just a favourite among male beer drinkers, but among men and women, drinkers and nondrinkers alike. Our "Whassup" section has become the brand's newest icon, and is now embedded in US pop culture, with broad appeal across all demographic and ethnic groups. Tribal DDB has provided interactivity via ongoing, web specific, promotional content (i.e. Race for the Gold Sweeps, Buds in Paradise Sweeps); interactive Chats (i.e. with web-queen cindy Margolis and the Whassup Guys); and featured sports icons (i.e. Oscar de la Hoya, Dale Earnhardt Jr). In short, budweiser.com is not a corporate manual for Anheuser-Busch. Rather, budweiser.com has evolved into the beacon of cool.