Brisk (beverage)

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Brisk
Product type Iced tea
Owner Pepsi-Lipton Tea Partnership
Markets United States, Canada, Mexico
Website http://www.liptonbrisk.com

Brisk is a tea and juice brand managed by the Pepsi Lipton Partnership, a joint venture formed in 1991 between PepsiCo and Unilever.[1] In 2012, PepsiCo announced Brisk had surpassed $1 billion in annual revenue, making it one of the 22 billion-dollar PepsiCo brands.[2]

Brisk contains 11 teaspoons of sugars per 16-ounce can.[3]

Brisk is well known for its high-profile “That’s Brisk, baby!” campaigns. The J. Walter Thompson ad agency first launched the campaign in 1996, featuring pop-culture icons in claymation, and was revived in 2010 by creative agency Mekanism. The advertisements highlight exhausted celebrities who are dramatically reinvigorated by drinking Brisk. Frank Sinatra, Elvis Presley, Willie Nelson, Bruce Lee, Danny DeVito, Bruce Willis, Ozzy Osbourne, Sylvester Stallone, Danny Trejo and Eminem have all been featured in Brisk spots.[4]

In an effort to compete with the Arizona Beverage Company's line of 99-cent iced tea cans, Lipton Brisk expanded its line of products in 2010 and lowered the price of its one-liter bottles to 99 cents. Brisk currently offers lemon iced tea, raspberry iced tea, sweet tea, peach green tea, green tea with mango dragonfruit, diet tea with lemon, fusion iced tea with lemonade, honey and ginseng iced tea, fusion white tea with pink lemonade, strawberry melon, fruit punch, lemonade, and diet lemonade.[5]

Marketing

Urban art

In 2010, Brisk refreshed its packaging by commissioning artwork from prominent urban artists, including Matt W. Moore, SOPA, Colletivo, Tristan Eaton, McFaul Studio, and ILOVEDUST.[6] The brand then launched a competition which asked emerging artists to "have a sip and illustrate the trip" for an opportunity to see their artwork on a Brisk package.[7]

Brisk has also holds the Brisk Bodega, a multi-city pop-up gallery. The bodega has featured artwork from street artists such as Mark Dean Veca, Dual Forces, POSE, and Jasper Wong.[8][9]

Social marketing

Brisk has partnered with digital and social technologies such as Instagram, Foursquare, and StickyBits. In 2010, Brisk worked with StickyBits to commission teams of urban artists in New York and LA to paint Brisk-inspired murals in each city. Each mural contained a barcode that could be scanned with a handheld device to show a video of the mural being created.[10]

Brisk also forged a partnership with Foursquare to do a PepsiCo-Hess promotion—one of the first cases in which a CPG company worked directly with a retailer to drive in-store purchases.[11]

In 2011, Brisk invited fans to tag their photos with the hashtag #briskpic for a chance to be included on a limited edition can, which was unveiled at SXSW.[12]

Star Wars campaign

In 2012, Brisk joined forces with Star Wars for the 3-D theatrical release of Star Wars Episode I: The Phantom Menace. A 30-second spot leading the campaign features Briskified Yoda and Darth Maul, facing off for the first time. Special Star Wars-themed cans were only available through a grassroots mobile marketing and sampling tour. The Brisk brand also launched a mobile gaming experience called Brisksaber, which brings the iconic Star Wars lightsaber battles to Android and Apple mobile devices. The app rewards fans by unlocking new characters, vehicles, and weapons by redeeming under-the-cap codes from the one liter bottles.[13]

References

  1. ↑ Levere, Jane. "To Promote Brisk Tea, Pepsi Enlists Yoda". The New York Times. Retrieved 10 February 2012. 
  2. ↑ "PepsiCo says 3 more brands hit $1B mark". Wall Street Journal. 
  3. ↑ "How a Former Dentist Drilled the Sugar Industry". Mother Jones. 
  4. ↑ "Agency News". Adweek. 
  5. ↑ "Official Site for PepsiCo Beverage Information". PepsiCo. Retrieved 15 March 2012. 
  6. ↑ "Official Lipton Brisk Page". PepsiCo. 
  7. ↑ "Lipton Brisk Iced Tea’s Brisk Emerging Artist Contest". 
  8. ↑ "OPENING: BRISK BODEGA X STARS WARS EPISODE I IN LOS ANGELES". Juxtapoz. 
  9. ↑ "Brisk Bodega Debuts a Pop-Up Spot Dedicated to Art, Music, and Star Wars Episode One". Complex Magazine. 
  10. ↑ "Lipton Brisk Rolls Out Interactive Murals". 
  11. ↑ "Check-In to Real Branding's Brisk (PepsiCo)+Hess+Foursquare Campaign". 
  12. ↑ "How Brands Are Using Instagram to Reach New Audiences". 
  13. ↑ Levere, Jane. "To Promote Brisk Tea, Pepsi Enlists Yoda". The New York Times. Retrieved 10 February 2012. 

External links

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