Brisk, an iced tea brand of Purchase, N.Y.-based PepsiCo, announced the next phase of its Brisk Bodega platform, including a new marketing campaign — "Not Half Bad" — as a part of its efforts to better connect with its core consumer base. The new campaign is the result of ethnographic research on the demographic, which provided insights that Brisk has infused into all of its 2014 activations, according to the brand.
The new advertising campaign kicked off March 6 and supports the brand's new product line, Brisk Half & Half iced tea-and-lemonade beverages. The ads did not use scripts or green rooms and instead incorporate Brisk consumers’ reactions to the brand’s newest additions while including the Half & Half tagline, "It's Not Half Bad."
"Our approach for engaging with our target hinges on co-creation and self-expression,” said Eric Whitehouse, director of marketing for Brisk, in a statement. “Not only are we involving our target in our ad creative, but we're operating under these principles across all platforms. Some of our top-performing Facebook posts are 'Epic Comments,' re-posts of the best comments left by our original, creative community."
The campaign includes radio, out-of-home, mobile and digital spots; appearances on www.briskbodega.com, which the brand launched nine months ago; as well as under-the-cap or under-the-tab contests on 1-liter bottles and 24-ounce cans of Brisk beginning May 19. One grand prize winner will receive a 2014 Chevy Avalanche truck with a custom paint job, and 4,000 other winners will receive custom premiums.
In celebration of new Half & Half, Brisk also will return to South by Southwest (SXSW), an Austin, Texas-based music, film and interactive festival, under the Brisk Bodega umbrella, this time teaming up with Roc Nation recording artist and producer DJ Mustard to create a lineup of activities. SXSW attendees will have the chance to visit the Brisk Bodega experience beginning at 8 p.m. on March 13 to watch performances by recording artists TY$, YG, Deniro Farrar and more.
The SXSW event will serve as the kick-off for Brisk Bodega’s summer music series, which will include a six-city tour featuring up-and-coming and established talent curated by DJ Mustard.
Additionally, Brisk has partnered with urban apparel brand Crooks & Castles to co-create an exclusive line of items including sunglasses, shirts and accessories, which will be available at SXSW and the Brisk Bodega series.
New Brisk Half & Half beverages are available in Iced Tea & Lemonade, Iced Tea & Cherry Limeade and Iced Tea & Tropical Lemonade varieties in 24-ounce cans and 1-liter bottles.
For more information, visit www.briskbodega.com.