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  • That's Brisk Baby The Brisk Brothers Creative Characters Now That's Brisk

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    Ashutosh kumar
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    The document analyzes different ad options for the Brisk iced tea brand: "That's Brisk Baby", "The Brisk Brothers", "Creative Characters", and "Now That's Brisk". It includes a decision matrix that rates each option based on celebrity endorsement, cultural relevance, humor, storytelling, social identity, and interactivity. The matrix recommends "Now That's Brisk". It also profiles the target customer segment, Travis, as a 20-year-old college student interested in new brands and flavor who sees iced tea as a mature alternative to soda.

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    The document analyzes different ad options for the Brisk iced tea brand: "That's Brisk Baby", "The Brisk Brothers", "Creative Characters", and "Now That's Brisk". It includes a decision matrix that rates each option based on celebrity endorsement, cultural relevance, humor, storytelling, social identity, and interactivity. The matrix recommends "Now That's Brisk". It also profiles the target customer segment, Travis, as a 20-year-old college student interested in new brands and flavor who sees iced tea as a mature alternative to soda.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    11 views4 pages

    That's Brisk Baby The Brisk Brothers Creative Characters Now That's Brisk

    Uploaded by

    Ashutosh kumar
    The document analyzes different ad options for the Brisk iced tea brand: "That's Brisk Baby", "The Brisk Brothers", "Creative Characters", and "Now That's Brisk". It includes a decision matrix that rates each option based on celebrity endorsement, cultural relevance, humor, storytelling, social identity, and interactivity. The matrix recommends "Now That's Brisk". It also profiles the target customer segment, Travis, as a 20-year-old college student interested in new brands and flavor who sees iced tea as a mature alternative to soda.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

    Choosing the Ad Options

    That’s Brisk The Brisk Creative Now That’s


    Baby Brothers Characters Brisk
    Metrics Relevance
    E Celebrity Endorsement Success Metric for Pepsi, Young perceived Brisk’s one feature as
    L entertainment
    E
    Cultural Relevance Should be able to connect with the target segment customers
    M
    E Humor Focus group associated Brisk brand with humor
    N Storytelling Helps build brands as each brand has a story to tell (Mekanism)
    T Social Identity Target customer segment looks for reflection of social and personal identity
    S
    Interactivity Increases engagement and helps in generating positive word-of-mouth buzz 1
    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 2
    Target Segment: Meet Travis
    Demographics Way of Life

    Age: 20 Believes in living life out


    loud, experience & explore
    Education: Sophomore Year
    Likes fun and entertainment
    Staying in a small apartment
    outside college campus Enjoys being in the know,
    road trips and parties

    Buying Behavior Beverage Preference

    Interested in trying out Health is not a concern


    newest and coolest brands
    Looking for flavor fit and fun
    Enjoys the feeling of getting
    validated by his peers Sees iced teas as an
    alternative to sodas; More
    mature but less fun
    3
    TRAVIS
    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 Relevance
    E Celebrity Endorsement Success Metric for Pepsi, Young perceived Brisk’s one feature as
    L entertainment
    E
    Cultural Relevance Should be able to connect with the target segment customers
    M
    E Humor Focus group associated Brisk brand with humor
    N Storytelling Helps build brands as each brand has a story to tell (Mekanism)
    T Social Identity Target customer segment looks for reflection of social and personal identity
    S
    Interactivity Increases engagement and helps in generating positive word-of-mouth buzz 4

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