Notes

Brisk Overview

In regard to this case study, Lipton Brisk was launched by The Pepsi-Lipton Tea Partnership (PLP). The partnership is 50-50 joint venture between PepsiCo and Unilever’s Thomas J. Lipton Company which is responsible for marketing and distributing ready-to-drink tea in North America market. Its ready-to-drink(RTD) tea brands consist of Lipton, Lipton PureLeaf, and Lipton Brisk. After the partnership started in 1991 which mainly focused on North America, it was extended to include international market in 2003 and 2007.

PLP lauched Brisk Lipton in the mid-1990s. It's positioned as cool and energetic to target college students and young adult. These group of customers, according to market research, value their self-expression because they're surrounded with friends and tend to enjoy social life. They also views beverages they're drinking as a way to express themselves. Brisk packages also support their lifestyles that are always on the go.

After its launch, Brisk was followed by series of television advertising campaign of iconic people in a clay-based animation version. Mostly, these clay-based iconic people in the advertisements would look tired and exhausted in the beginning, then when they started to drink Brisk, they felt energized and refreshed. Hence, the core concept of this campaign is that drinking Brisk would revive your exhausting self and give you extra energy. In 2002, however, PLP started to focus and spend advertising budget on its core brand, Lipton instead. This caused Brisk's mainstream advertising to stop due to its limited budget (6 million $ per year). The marketing way of Brisk was changed. In 2010, Brisk launched a campaign (Make Your Mark) which invited young artist to create their own design of a bottle for its different 6 favors.