Whether its coolers or wall clocks, branding on everyday items is not a new phenomenon; however, throughout the summer, an onslaught of beverage brands announced branded fashion items that consumers could either purchase or win. Although beverage brands have placed their names on T-shirts and flip-flops for years, this past summer, the trend was to make the items harder to acquire — thus making them more desirable to consumers.
In partnering with a popular sneaker artist, Brisk appealed not only to fans of the iced tea brand, but also to sneaker collectors. Because only a few pairs were made and could only be acquired by winning one of two sweepstakes, this gave the rare sneakers an audience that extends beyond the brand’s core consumer base.