Pepsi-Lipton Brisk Case Summary

Team #10

MKT 422

September 6, 2017

Pepsi-Lipton Brisk Case Summary

In 2011, the PepsiCo. team decided to invest more in the Brisk brand by starting the year with a Brisk ad in the Super Bowl. This decision was led by Mary Barnard, VP at PepsiCo, and Marisol Tamaro, Brand Building Director for Brisk. The Pepsi Co. top management decision following the Super Bowl commercial was crucial to the success of the 2011 Brisk promotional Campaign. They had to choose between Traditional TV or “Viral Advertising” through social media. They wanted to carry the momentum from the Super Bowl into the future to create a fun, cool, bold marketing campaign.

Brisk segmented their market into young adults that were interested in a cold drink who were on the go, and preferred a healthier substitute for soda. Brisk also targeted males because they felt that doing so females would join in while the company felt that just targeting females would exclude males. The Brisk brand chose entertainers such as Bruce Willis, Bruce Lee and Rocky Balboa to help the brand create buzz. Brisk began growing in sales but faced many competitors such as Arizona, Snapple, SoBe, and Tazo. The Brisk Brand had little to no social media presence compared to their competitors.

Pepsi Co. then had another large choice in choosing the advertising agency they would use but ended up choosing Mekanism because of their versatility in TV, social media and also claymation which was very important to the company. Mekanism also sounded to be the leader in “viral marketing” and knew that the approach of storytelling would be the right one for this company. Storytelling allows the message to be heard and the audience to be entertained as well as creating the value of the product for consumers. Syndication was also a big factor in how Mekanism decided to approach the advertising. Targeting to the market they wanted to with people, places and things that are influential to that segment was important to the success of the ad. Millennials were looking for entertainment, humor and interactivity which is what Mekanism intended to give the consumers in all three categories.