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