PEPSI-LIPTON BRISK

GROUP 15
Ashutosh Kumar 2114026

TRANSITION
Amit Pandey
Amitesh Singh
2114037
2114061
HEADLINE
Palash 2114015
 PURPOS
E
This analysis aims to offer a strategic course of action to create
a more prominent and lasting identity for Brisk Iced Tea.

The study selects the appropriate campaign and mode

of execution from the ones proposed by examining the brand's
risks, projected results, and terminal goals.

In order to improve sales of the tea, Pepsi needs to decide what

media should be used in order to advertise Brisk, viral
advertising or the traditional TV-based advertising.

This analysis will discuss the strengths and weaknesses of the

company, what issues are at hand, what alternative course of
actions are available, and a recommended course of action.
Brisk Road Map
 It’s major advertising  After the Brisk
 Brisk was launched as campaign in 1996, was campaign wrapped up,
an alternative to soda - based on clay- based PLP stopped investing
a tea for young adults animation versions of in mainstream
celebrities. advertising

 As of 2009, sales were  Pepsi decided to  Mekanism was hired to

rising and attained a heavily invest in the work on relaunch of
market share of 10% brand in 2011 starting Brisk Iced Tea (Super
without any ad support with the Super Bowl Bowl + additional ads)

 Decision on TV ads Vs.

viral advertising
campaign in the months
following the Super
Bowl
 SWOT
Analysis
STRENGTHS
• Strong Brand image of Pepsi; can be
leveraged
• Availability of vast resources;
entire focus could be given to
campaign and customers
• Global Presence in
200 countries; numerous
markets could be targeted
• Variation of flavour or
Change in type of tea used
can attract new customers
• Increasing health Awareness;
by repositioning BRISK as a healthier
option new customers could be added
OPPORTUNITIES
WEAKENESS
• Current Image of BRISK;
Artificial & Sugary
• Price and Value of BRISK;
Arizona was considered a
cheap option
• Lack or No Social media
Presence , unlike its
competitors
• Intensive competition in
RTD segment; Pepsi need
to differentiate BRISK
• Increasing Health
Awareness can be a threat
if BRISK is not rebranded
and repositioned
THREAT
4
 YOU CAN ALSO
MARKET ANALYSIS

YOUR CONTENT
• As of 2010, Ready to Drink(RTD) was the fastest growing category in Liquid
      refreshment Beverage(LRB), growing by almost 8% to $2.2 billion
• The category experienced significant growth in the 2000s only to be hindered by the worldwide
recession
• Post 2009,Sales figures increased with increase in new product launches and flavors
• Increased awareness about health benefits of tea stemmed the rapid growth
• Millennials were the new customers

5
Q.1)  Should Brisk be advertised on primetime TV or with viral ads in the month following the
super Bowl Ad? How do the two medium compare on cost and benefit?

- After the Super Bowl, Brisk should split the budget into TV ads and Viral ads to continue the
momentum.
- As most of the users are available on both platforms, it will help to target both users
simultaneously.
- If Brisk wants to choose just one of the medium then, we believe the viral medium through social
media will be a better approach.
TARGET USERS (MEDIUM-WISE)

1. 86% OF US MOBILE
INTERNET USERS USED
1. FOLLOW INFLUENCERS
THEIR PHONES WHILE
2. SHARE THEIR HABITS,
WATCHING TV. USE OF TV USE OF SOCIAL OPINIONS, HOBBIES, DAILY
2. 40% OF THOSE USE SOCIAL
NETWORKS LIFE ON SOCIAL MEDIA.
NETWORKS AND BROWSR
3. 75% OF MILENNIALS USE
ONLINE
SOCIAL NETWORK
3. 65% OF MILENNALS GET
THEOR NEWS BY TV
 How do the two medium compare on cost and benefit?(Contd.)
PRIMETIM VIRAL ADS
E TV
1.LARGER AUDIENCE
2.STANDARD APPROACH
1.MEASURABLE EFFECT
2.FOCUSED TARGETING
(MINIMUM RISK)
3.CHEAPER OPTION
PROS 3.PRE-DEFINED SET OF
4. USER HAS OPTION TO
DECISIONS
SHARE, LIKE THE CONTENT
4. SUPPORT FROM
WITH FRIENDS & FAMILY.
RETAILERS

1. HALF OF THE VIEWERS 1.VIRAL SUCCESS IS

SKIP THROUGH MOST OF
THE ADS WHEN WATCHING
CONS TV PROGRAMS
2. QUALITY OF IMPRESSION
IS ALSO QUESTIONABLE
3. MASSIVE EXPENSE COST
DIFFICULT(NOT ALL
CONTENT GETS VIRAL)
2.OVER 30% USERS SKIP
ONLINE ADS
3. NO FORMULA TO MAKE A
SUUCESSFUL VIRAL AD

Action taken by US internet Users after viewing online video

Ads

Distribution of Average (Consumer) Time spent with each medium Versus Amount of Average Advertising Spending by
Q2) How are the ways in which target consumers view ads in each media different? Which differences
matter most to the protagonists ? Can these consumer behaviors be factored in a single measure that
help the protagonists compare the benefits of each media?

RADIO TELEVISION INTERNET

• If an ad ticks all the • 50% of the viewers • 29% of the viewers
buckets of right skipped the ads skipped the ads
channel, right • 86% of the viewers • Customer engages
frequency, right multi-tasks while more , thus more
PRINT RADIO
time band and is TELEVISION
watching TV INTERNET
brand time
• Static Content and • Ifable
an adto grab
tickslistener
all the •• 50%
Typical viewer
of the viewers •• 29%
Wellof
received by the
the viewers
short relevance attention;
buckets of then
right only watchesthe
skipped theads
Ads skipped the adsis as
consumer as it
• Can involve more it is termed
channel, as an
right • 86%
passively
of theorviewers
avoids • Customer
per their preferences,
engages
longer exposure to effective right
frequency, them altogether
multi-tasks while individualised
more , thus more and
customers advertisement
time band and is finding it
watching TV intrusive non-intrusive
brand time
• Although has wide able to grab listener • Typical viewer • Well received by the
outreach but brand attention; then only watches the Ads consumer as it is as
building takes time it is termed as an passively or avoids per their preferences,
effective them altogether individualised and
advertisement finding it intrusive non-intrusive
• For the main protagonists, active customer engagement was the most important metric.
Apart from taking the message to the target consumers the advertisement and medium should
make the customers act on the advertisement.  Other metrics such as Active viewership,
Reach of advertisement and Advertising Cost were also important to the main protagonists.

• While the effectiveness of an internet campaign may be quantified and measured using
suitable metric such as CPM, impressions, Bounce Rate, Cost per engagement etc,
conversion rate for TV campaigns is hard to gauge as it is a passive medium . 

• It is generally difficult to assimilate and evaluate different parameters of a marketing

campaign across different mediums. Hence a single metric, to evaluate the effectiveness of
different mediums cannot be developed.
 Choosing the Ad Options

That’s Brisk Baby The Brisk Brothers Creative Characters Now That’s Brisk
- Update of 1990 campaign - 6 Claymation Characters - Focused on one actor - Tribute to 1990 campaign
- Revive identity crisis - Use of “Brisk” content - Use of iconic characters - Story around a character
- Ad in black-and-white - Offer interactive features - Miniature puppet version - Offers interactive website
Slogan Concept Concept Slogan
….”That’s Brisk, Baby!” ….”Brisk” or “Not Brisk” ….Character = Flavor ….”Now That’s Brisk”

Metrics
E Celebrity Endorsement
L entertainment
E
Cultural Relevance
M
E Humor
N Storytelling
T Social Identity
S
Interactivity
Relevance
Success Metric for Pepsi, Young perceived Brisk’s one feature as
Should be able to connect with the target segment customers
Focus group associated Brisk brand with humor
Helps build brands as each brand has a story to tell (Mekanism)
Target customer segment looks for reflection of social and personal identity
Increases engagement and helps in generating positive word-of-mouth buzz 10
 Target Customer: Travis
Demographics
Age: 20
Education: Sophomore Year
Staying in a small apartment
outside college campus
Buying Behavior
Interested in trying out
newest and coolest brands
Enjoys the feeling of getting
validated by his peers
Way of Life
Believes in living life out
loud, experience & explore
Likes fun and entertainment
Enjoys being in the know,
road trips and parties
Beverage Preference
Health is not a concern
Looking for flavor fit and fun
Sees iced teas as an
alternative to sodas; More
mature but less fun
11
TRAVIS
 Decision Matrix & Recommendation
Final Recommendation: “Now That’s Brisk”

That’s Brisk The Brisk Creative Now That’s

Decision Matrix
Baby Brothers Characters Brisk

Celebrity Endorsement
1 0 1 1
Cultural Relevance
1 0 0 1
Humor
1 1 1 1
Storytelling
1 1 1 1
Social Identity
0 0 0 1
Interactivity
0 1 0 1
Total 12
Q4) What does Mekanism mean by engagement ? How do they attempt to increase engagement with the brand using
viral ads?
Engagement is measure of consumer interacting with ad and connecting emotionally with it.
Mekanism used metrics like views, impressions etc. to determine engagement. Metrics are; 
Reach Engagement Buzz and Mentions Brand Sentiment
Number of Impressions Amount of Time and comments and shares on content and tone of brand
Interaction with brand sites like FB & Twitter related chatter

Use social platforms to foster a two-way relationship; responding to feedback and using interactive features and
contests to elicit participation; how do they do it?

 Identified 25
Story Telling
influencers
 ~12.5m imp
 Cost $300k Find Target group
Take listener on journey
Entertain -> Offer
Wannabe discoverers
Sharing = creativity
Syndicating Videos
Viral Content + Seeding
Identify Influencers
Engage – build relations
Value Exchange contract
Metric eval to optimize Comparison of Reach for Mekanism
Campaigns
 Q5) Analyze an example from the Indian Market for a brand in similar position.

3-Fold Strategy Evaluation 

 Create Recall • In 2015, 79% men thought household chores are a
 Launch and create women’s job. In 2016, this number had dropped to 63%.
buzz; PR, SM+influ In 2018, this number has reduced to 52%.
 Sustain Buzz; Guiness • The STL garnered 73MM views nationally!
Record • Reach in TG – 80%, Total no. of conversations –
Influencers 45000. Sentiment – 98% Positive and neutral
• Tabu • UBA (Unaided Brand Awareness) increase 13% - pre-STL
• Mandira Bedi vs after STL
• Pankaj Kapoor • Consideration increase 21% - pre-STL vs after STL
• Randeep Hooda • Offtake (sales) increase 125 IYA on value
• Irfan Khan • Penetration up 11% vs Year ago
P&G  Pepsi • Share up 11% vs Year ago with all states growing share
Ariel  Brisk • Engagement rate increases 5X (STL vs non STL posts)
Thank You!