New Media is taking a larger and larger share of marketing dollars. While the traditional media still take significant part in consumers' life, new media is changing consumer's behavior in a more dramatic way. In this world, a brand and a consumer is equal. What strategy should marketers use to create an greater impact with less budget? Probably, we should always go back to consumers, whose nature as human being have never changed. CIPAL is a efficient strategy in the new media environment: the two-way communication, interaction and integrated channel with wisely usage of PR and advertising, and Link to brand & positioning. Also, some traditional tactics such as Baby, Beauty, Beast, AKA 3B, will still work in the new media, but marketers will need think in a web 2.0 way to implement those tactics.