This is evidenced through the celebrities the brand has chosen to endorse their products, actors and entertainers such as Bruce Lee, Coolio, Bruce Willis, and Rocky Balboa (HBS 3). Brisk made a conscious decision to target young adult males because they believe that by leaning towards the male audience, the females will naturally come along (HBS 5). The Brisk brand targeted the males out of their segmented customers: Brisk s natural personality is male (HBS 5). This segment of consumers also viewed brands they associated with as a means of self expression (HBS 3). Therefore, the Brisk brand segmented their market into health conscious young adults who were on the go and needed a refreshing drink that was a healthier alternative to soda. Teenagers and youth were not yet interested in tea products because they viewed it as a drink for old people. Q1 Analysis of Past STP, Value Proposition (USP) What has been the STP for Pepsi Brisk Brand over the years? Since its conception, Brisk was born as a tea for young adults. The marketing campaign would need to engage millennial consumers and inspire in them a call to action to build the foundation for a strong online fan base and presence. male millennials and Hispanics), the Pepsi Brisk team needed to develop a cool, fun, and bold marketing campaign that would leverage the buzz created by the Super Bowl in order to continue the excitement about the brand. Keeping their target segment in mind (i.e. Led by Mary Barnard, VP at PepsiCo, and Marisol Tamaro, Brand Building Director for Brisk, the top management team s decisions following the Super Bowl commercial would be crucial to the success of the 2011 Brisk Campaign. team decided to reinvest in Brisk starting off with a 30 second advertising spot in the Super Bowl. After having no advertising support since its glory days, Brisk sought more marketing and advertising needs as its competitors (like Arizona) took the lead in sales and number of social media followers. Although the brand did very well in the 1990s, its growth had since become stagnant. 1 Introduction Brisk Iced Tea, a brand underneath the Pepsi Unilever Partnership, needed a serious brand revival.
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