Pepsi Lipton and Brisk

651 Words May 23rd, 2014 3 Pages
Question: Should Brisk be advertised on prime time TV or with viral ads in the month following the Super Bowl ad? Why?
Answer:
Background:
Mekanism (new digital media advertising agency hired by PLP) was tasked to work on re launch of Brisk Iced tea, a RTD (ready to drink) tea brand which was launched in mid-1990s by PLP (Pepsi Lipton Tea Partnership) and had its glory in 90s and later became stagnant.
Brisk’s first major advertising campaign was launched in 1996, was a series of television and print ads featuring clay based animation versions of iconic characters and celebrities. After Brisk campaign wrapped up in 2002, PLP stopped investing in mainstream advertising, opting to support its core brand, Lipton.
PLP decided to
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The most used trade promotion tactic was cooperative advertising whereby retailer featured a brand (on TV, in circulars, or POS) and received incentive from manufacturer. In food and beverage industry, PepsiCo was regarded by retailers as being top 3 best providers of trade incentives * TV ad not being driver for Sales Growth: RTD category was growing strongly and most beverage brad switching occurred out of and not within RTD. As Barnard noted, 70% of volume growth for Brisk comes from consumers switching out of non-packaged consumption, fountain, powder drink, coffee and non-bottled water. * To cultivate a larger online presence and be perceived favorable by young consumers where Arizona is leading in comparison to Brisk

Caveat of Viral Ads
However, there are few caveats (mentioned below) which should also be borne in mind. * Since 80s, PepsiCo had a constant presence in Super Bowl TV ads. In 2010, after massive investments in television ads during the 2009 Super Bowl (58% of its total ad spending), Pepsi opted out of Super Bowl advertising for first time after 23 years and instead poured $20 million into its “Pepsi Refresh Project”, an online social media campaign designed to fund invited proposals of ideas focused on social responsibility. While the campaign attracted fairly significant online participation and improved public opinion of the brand, it didn’t translate into major increase in Sales * One of the key roles that television

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