DSM Nutritional Products is a world leader in supplying vitamins, carotenoids and other fine chemicals to the feed, food, pharmaceutical and personal care industries. When DSM introduced a new product called Teavigo, a caffeine-free green tea extract, it launched a product specific site—Teavigo.com—in addition to promoting the product on the DSM Web site. By creating Teavigo.com, DSM is able to promote the brand of the Teavigo product. The site combines soothing music, a tranquil look and feel, details, benefits, and quality and safety features of Teavigo. This creates a brand experience that speaks directly to target customers which would not have existed through a product-listing or even a dedicated page on the DSM Web site.