THE BRISK FORMULA IS LEAKED!!!
Yesterday I attended an event at New York University where Megan Kent, the Chief Growth Officer of a pioneering ad agency - J. Walter Thompson (JWT), introduced her new and proprietary approach to branding, called “Brand Synchronicity - 7 simple steps to creating brands people intuitively prefer”. Her rationale relied on how people buy on emotion over reason. She explained how brands can win consumer hearts and gain a powerful competitive advantage in the market place by establishing 'Brand Synchronicity' with the target customers. Marketers must know that emotionally driven behavior prefers congruence, storytelling, engaging the senses, synchronous behaviors and actions.
My inquisitive mind could not rest. I wondered if marketing still relied on rationality or was rationality officially dead!! I researched if storytelling really was that powerful to get people to follow a brand? During my research, I came across this amazing marketing campaign which simply established the victory of heart over mind for this brand. As a result, the brand surpassed the $1 billion mark by annual revenues displacing established competitor brands from the store shelves. Kudos to the ad agencies!!
Brisk is a tea and juice brand jointly launched by the Pepsi Lipton Partnership, which by the way just turned 16 last year. Brisk is targeted mostly towards guys (18-24 olds) who respect diversity, flaunt "in-your-face" attitude and share similar lifestyle choices. These guys mostly live in urban areas and spend a lot of their time hanging around with friends, shop in C-Stores to take a break and recharge. They have an optimistic outlook on the future, constantly seek new experiences and instantly share everything they do, both online and in person. Self-expression is key to who they are.
Brisk as a brand believes in inspiring self expression and the brand hits congruence with those who want to speak their mind, who aren't afraid to do what they like, and who drink what they want. The Brisk formula is 100% pop culture with fusion of bold flavors such as of art, humor, music, technology and style. The brisk story engages with its unique shareable content by putting a new spin on the pop culture, millenials love. But why does Brisk story stand out? Because the brand not only talks to its fans but also entertains them in their own language that breaks the daily life boredom with a bold attitude. Be it the brand's blue color, bold graphics used on packaging or the sensory impact of its flavors.
It all started with the first campaign executed by JWT in 1996 featuring pop-culture icons in claymations, and was revived in 2010 by creative agency Mekanism. The advertisements highlight worn out celebrities who are dramatically reinvigorated by drinking Brisk. Frank Sinatra, Elvis Presley, Willie Nelson, Bruce Lee, Danny DeVito, Bruce Willis, Ozzy Osbourne, Sylvester Stallone, Danny Trejo and Eminem have all been featured in Brisk spots. Check out the first campaign snapshot here:
But traditional advertising alone didn't do the trick for Brisk. Brisk needed to let the millennial interact with the brand by sharing their own brisk stories. And thus 'Brisk 25' was created. It was a group of content creators, artists, bloggers who shared expertise on the millennial demographic. These thought leaders played a crucial role in creating innovative content and building a whole new online Brisk community. Through a series of facebook applications the campaign gained momentum as more and more millenials participated in the "Tell your Brisk Story" contest. And then, the final push came around the super bowl with the Eminem Brisk story, which soon became #1 video viewed on youtube. The buzz was further sustained with more content including uncut-versions, studio recordings and behind the scene videos.
In 2012 the Brisksaber campaign took the brand's storytelling into the space, literally!! In 2012, Brisk partnered with the iconic Star Wars for the 3-D theatrical release of Star Wars Episode I: The Phantom Menace. The true center piece of the campaign is the Brisksaber, the free mobile app along with digital content, popularized with both emerging media (instagram, Foursquare, Facebook, Twitter etc) and traditional advertising.
The campaign was kick started with a 30-second spot featuring Star Wars characters as Briskified Yoda and Darth Maul, facing off for the first time on TV, radio, cinemas and youtube. Special Star Wars-themed cans were made available through a grassroots mobile marketing and a sampling tour. Brisksaber offered millenials with a highly addictive gaming experience bringing the iconic Star Wars characters closer to their fans right into their Androids, iphones and game consoles. The way to proceed in the game was to buy especially marked Brisk bottles whose caps revealed a special code to be used on Brisksaber. This strategy married dollar sales with branded entertainment content. Here's the 2012 Brisksaber story for you.
http://mekanism.com/
http://www.ypulse.com/post/view/briskifying-urban-millennial-marketing-lessons-from-pepsi-brisk
Image in the header is a Bella Pilar creation
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