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Pepsi Lipton and Brisk

In: Business and Management

Submitted By irfanusrat
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Question: Should Brisk be advertised on prime time TV or with viral ads in the month following the Super Bowl ad? Why?
Mekanism (new digital media advertising agency hired by PLP) was tasked to work on re launch of Brisk Iced tea, a RTD (ready to drink) tea brand which was launched in mid-1990s by PLP (Pepsi Lipton Tea Partnership) and had its glory in 90s and later became stagnant.
Brisk’s first major advertising campaign was launched in 1996, was a series of television and print ads featuring clay based animation versions of iconic characters and celebrities. After Brisk campaign wrapped up in 2002, PLP stopped investing in mainstream advertising, opting to support its core brand, Lipton.
PLP decided to invest heavily in promotion of this brand in 2011. Judgement:
PLP should go for viral ad and below are supporting reasons in importance order: * While Brisk’s sales were growing, the brand was falling behind its competitor in terms of its social media presence. Mekanism concluded from one study comparing social media campaigns that Brisk was practically absent from this space (Exhibit 5) * Table A below displays sales and market shares from 2007-2010. It’s to be noted here, Brisk sales were growing fast with minimal consumer oriented promotion was done in this period with the exception of package redesign, POS display and other trade promotion activity

* For fiscal ending May 2010, Brisk was 3rd in rank and it’s sales volume growth was 34.4% compared to last year without major traditional media advertising done by Brisk and it’s main competitor “Arizona”. The major categories of promotional spending had been trade and consumer promotion. So it’s clear that TV ads are not translating into sales (visible in Exhibit 4 below). Arizona and Brisk are market leaders but their TV/Radio Ad spending is least (nil in case of...

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