Target audience: ages 6-14 and their mothers who serve as 'gatekeepers' on the family's beverage purchases. Both the marketing objective and client's brief focused on building the relationship between consumers and the Sierra Mist brand with entertaining content designed to encourage visitors to spend time on the site, thus defining Sierra Mist as a provider of valuable online content. This of course was to be done in the context of a partnership with Dreamworks's film, 'The Cat in the Hat.'