PepsiCo, Inc.: That's Brisk, Baby! campaign

Mark Lane

In 1996 Pepsi owned product Lipton Brisk, sought to increase their share in the ready-to-drink market whilst facing competition from products such as Coca-Cola’s Nestea Cool.

PepsiCo, Inc.: That's Brisk, Baby! campaign

Mark Lane

OVERVIEW

PepsiCo, Inc., entered the ready-to-drink tea market in 1991 when it joined with the Thomas J. Lipton Company (which later became part of Unilever) to form the Pepsi-Lipton Tea Partnership to market, produce, and develop tea-based drinks. Two ready-to-drink Lipton brands defined the partnership: Lipton's Brew (later renamed Lipton's Iced Tea), a bottled, hot-brewed tea; and Lipton Brisk, a lower-priced tea manufactured after the fashion of soft drinks and sold in aluminum cans. In 1996 Pepsi began backing the latter product with a high-profile campaign dubbed "That's Brisk, Baby!" Created by...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands