- Brisk Iced Tea is reaching back to the past for its new advertising campaign, bringing back its signature claymation style.
- The new ad features singer Doja Cat in claymation form, taking on a bear to retrieve a Brisk Iced Tea. Doja Cat is the first female artist to be rendered in clay by the brand.
- To increase consumer connection with the campaign, the brand has created a Snapchat filter that transforms users into clay versions of themselves. The brand is also giving fans a chance to win the clay head Doja Cat was seen earring in London as well as signed figurines of the singer via an Instagram sweepstakes.
The campaign’s throwback creative approach is meant to appeal to both the brand’s longtime fans as well as Gen Z consumers, who are exploring the nostalgia of past generations. “There is some desire for nostalgia among younger consumers,” said Julie Raheja-Perera, General Manager/VP – Pepsi Lipton Partnership North America. “We thought it would be good to lean into that trend.”
The new spot depicts Doja Cat sitting with a paramour in a wooded area. The man takes a drink of a Brisk iced tea, but when Doja asks for a taste, he denies her. Almost immediately, a bear grabs him. Alarmed, Doja Cat comes to the rescue, summoning the forest animals as her “Demons” (as recognized in her hit song) to rescue the Brisk iced tea from the bear.
Doja Cat’s style and energy matched well with the brand’s persona, Raheka-Perera said. “Brisk has stood for celebrating creativity and self-expression,” she said. “We wanted to partner with someone who is as bold as we are.”
To further appeal to the younger generation, the brand has created a Snapchat filter that will enable fans to transform into clay versions of themselves. The brand is also giving away the clay head Doja Cat was spotted wearing in London as well as signed figurines of the singer via an Instagram sweepstakes. To enter fans should follow Brisk on the platform and tag a friend in the comments with the hashtag #ThatsColdSweepsEntry.
