PepsiCo’s Brisk Iced Tea rolls out a new marketing campaign that brings the popular soft drink to the galaxy. Teaming up with creators of the 3-D Star Wars: Episode I The Phantom Menace, Brisk leverages Darth Maul and Yoda, Star War’s iconic characters in a fun and creative way.
Photo: Brisk Facebook page
The movie premieres in theatres on February 10. To promote the soft drink and the new sequel if the iconic film, Brisk launches a nationwide TV and digital campaign in the US.
Created by by the San Francisco-based agency, Mekanism, the 3-sec video spot featuring the above-mentioned characters airs on January 15 in more than 500 movie theaters and online. The promotion also includes in-store POS, social media usage, grassroots activation, radio and interactive TV.
Brisk has also released a mobile game application, Brisksaber that brings the campaign to smartphones. Using the app, fans can unlock new characters and objects based by tapping in codes found on specially marked packages of one-liter Brisk Iced Tea. Players can share their scores on Facebook and Twitter, and top-scoring players will be shown on a leaderboard on Facebook. Brisksaber can be downloaded via UncaptheApp.com, Facebook.com/Brisk, or in the iTunes Store and Android Market.
«The Brisksaber app allows us to continue to offer inventive content that truly appeals to our growing Brisk community,» says Eric Fuller, Brand Director, Brisk Iced Tea, who notes that the brand will also support the application with a dedicated 15-second TV spot. «Gaming is a big part of who they are, and we’ll reward their loyalty to Brisk and their love of Star Wars by unveiling new content and features for the Brisksaber app throughout our Star Wars partnership.»
Brisk Iced Tea is a product of the Pepsi Lipton Tea Partnership, a joint venture between PepsiCo and Unilever that dates back to 1991. A special limited-edition Brisk Raspberry Iced Tea 24-oz. cans and one-liter bottles are released to attract fans with packaging that features Darth Maul. Other varieties of the Iced Tea will have under-the-cap codes that allow fans to reveal new characters, lightsabers and objects when they play Brisksaber.
Brisk also launches multi-serve one-gallon jugs offering four new flavors: Iced Tea with Raspberry, Tea Lemonade Fusion, White Tea Pink Lemonade Fusion and Strawberry Melon Juice Drink.
In an interview to The NY Times, Eric Fuller said the brand’s sales had more than doubled in the last two years, to a projected 104 million cases this year from 48 million cases in 2009.
