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Case Study #3: Pepsi-Lipton Brisk

TEAM MOTEL:

Elena Manzo

Alex Rang

Devin Dubose

Executive Summary

  • Pepsi-Lipton Brisk has a spot in the Super Bowl
  • Brisk was largely popular in the 90's
  • However, Brisk has fallen behind Arizona and Lipton tea in the Ready-to-Drink Tea Market.

Executive Summary

The Problem

The main issue that needs to be addressed is:

What does Pepsi-Lipton Brisk do after the Super Bowl spot to keep the brand relevant as well as keep Brisk on a platform to increase sales.

Does Brisk take the viral advertising approach? Or go with traditional TV to reach consumers?

The Problem

Analysis

Brisk needs to come out of the Super Bowl on a high and continue to keep the momentum going.

Grab consumer’s attention

Start a social media following

Analysis

History

History

Brisk Eminem Super Bowl Commercial 2011:

https://www.youtube.com/watch?v=CCBnUx5uMqE

Brisk & Frank Sinatra in 1996

https://www.youtube.com/watch?v=y-g8opm1ZmY

Competitive Analysis

Competitive Analysis

Lipton

Brisk

Arizona

In 2010, Brisk was ranked 3rd in sales in the Ready-to-Drink Tea Category

Recommendation

  • Move forward with a viral advertising approach with Will Ferrell

  • Goal is to touch the audience with humor and create a memorable experience for the consumer
  • Release "That's YOUR Brisk Baby" Campaign

  • Consumers Snapchat a picture of a Brisk bottle, enabling them to vote on a new flavor of Brisk

Recommendation

Timeline

Timeline

Super Bowl spot airs

  • Engage with consumers
  • Accept consumer submissions

Release spots with Ferrell regarding the winning flavor

  • Release hash tag
  • Create Instagram & Twitter specifically linked to original spot
  • Promote voting for new Brisk flavors

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