Lipton Promo, Case study BRISK STORIES by Mekanism

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency Mekanism
Executive Creative Director Ian Kovlik
Creative Director Andre Ricciardi
Art Director Dieter Wiechmann
Released December 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: PEPSICO
Date of First Appearance: Dec 27 2010
Entrant Company: MEKANISM, San Francisco, USA
Executive Creative Director: Ian Kovlik (Mekanism)
Executive Producer: Jason Harris (Mekanism)
Creative Director: Andre Ricciardi (Mekanism)
Director of Client Strategy: Michael Zlatoper (Mekanism)
Art Director: Dieter Wiechmann (Mekanism)
Digital Producer: Mia Andersen (Mekanism)
Design Director: Richard Krolewicz (Mekanism)
Developer: Kevin Ostrowski (Mekanism)
Flash Developer: Rob Dodson (Mekanism)
Media placement: Webisode - Spot 1 - YouTube - 12/27/2010
Media placement: Webisode - Spot 2 - YouTube - 1/17/2011
Media placement: TV Broadcast - 1 Spot - Super Bowl, Fox - 2/6/2011

Insights, Strategy & the Idea
LIPTON BRISK ICED TEA had not done any mainstream advertising in 9 years. They came to us with a big ask: can you help make us relevant again?

To revitalize the iconic campaign for millennials, we knew it was going to take more than just a few commercials to beat out Snapple and Arizona. So we talked to some of them, and came up with three critical points:

1. Entertain them
2. Make them laugh
3. Let them participate

This led us to our creative platform with built-in engagement: Brisk revives your creative mojo.

Creative Execution
We launched a series of web films starring an updated cast of relevant celebrities that appealed to the millennial demographic: Danny Trejo (star of the cult film hit "Machete") and Ozzy Osbourne. Each film revolved around the stars counting on Brisk to revive their creative mojo.

We then reached out to 25 respected content creators and artists across the web, who are thought leaders in the demographic, perfect evangelists for the brand. Each of the 25 were creative in their own right, so it was a natural fit to collaborate with them on the revamped Brisk campaign.

This all led up to a Super Bowl spot starring an attention-getting, millennial respected celebrity: Eminem.

Results and Effectiveness

The aftermath of the campaign revealed that Brisk was back.

- The Super Bowl spot was in the top ten of every buzz metric.
- Sales of the product went up 31% over projections.
- The content had over 6 million video views.
- There were 40,000 mentions of the brand, and we grew a community from 15,000 to over 450,000 strong.
- And there were over 12,000 news and blog posts.