Marketing in the news: Brisk | That’s Cold Ft Doja Cat
The article that caught my attention was “Brisk Iced Tea Brings Back Classic Claymation with Doja Cat.” It’s been a while since I’ve heard of Brisk and I also thought it was cool that Doja Cat was in this advertisement.
This article goes into a couple of different details. They first started by bringing up some other iconic advertisements that Brisk has done with other artists including, Elvis, Frank Sinatra, Rocky Balboa, Ozzy Osbourne, Danny Trejo, and Eminem. In all of these commercials, they were famous for using claymation puppetry, which was a big hit. Since they were a big hit they were able to run two Superbowl commercials one in 2002 and the other in 2011. After the 2011 commercial, they took a break from creating claymation puppetry until last month, when they finally brought it back with the well-known artist Doja Cat. This brings up another point of how Brisk had memorable commercials for Gen X and millennials and had to think of a way to bring it back up while also including Gen Z. Julie Raheja-Perera, general manager and vice president for Pepsi Lipton Partnership in North America states that their goal with this advertisement was to be nostalgic. Since Gen Z has been very into a nostalgic phase they thought this was the perfect time to bring back their classic commercials. Not only did they bring the nostalgia back but they also included a new tone “That's Cold.” Brisk wanted to create a new tone for Gen Z to show them that they can be selfish and put themselves first.
Brisk’s value proposition has been bold creativity on flavors and innovation in delivering a refreshingly unique beverage that appeals to adventurous consumers. They also have been big on self-expression and this ad was perfect for Doja Cat to be a part of since she is known for being bold and having a unique style.
In this ad campaign, Brisk successfully revived its claymation style, tapping into nostalgia for multiple generations, while also featuring a female artist for the first time. They were able to include Doja Cat’s song and created an animation that matches the energy she’s currently known for. Since their main target audience is Gen Z they wanted to convey a message of “an opportunity to set aside their strong moral compasses to prioritize themselves.”
I think this marketing solution was good because they were able to bring back their most well-known commercial campaign. Not only were they able to bring in a well-known artist but also finally included a female artist which is a pretty big move. However, something I would’ve done differently is choose a different song and create a different vibe. She’s currently going through a controversial phase and has created an eerie vibe. Which has led to some people critiquing this commercial. Something I learned from this article was that Brisk created a unique way to promote its product and has been loved by generations. I found it interesting to see the other advertisements they did since I had never watched them before.
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