Everything old is new again
September 10, 2024
12:00 pm
3 min read
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After more than a decade, Lipton’s Brisk iced tea has resurrected its claymation ads, popular in the ’90s and ’00s, with a very ’20s star: Doja Cat.
The brand hopes to capitalize on Gen Z’s love of nostalgia, giving fans have a chance to win a Doja claymation head and signed merch by following @Brisk on Instagram and tagging a friend in the comments with #ThatsColdSweepsEntry.
“Unlike like a lot of modern animation, the technology behind claymation hasn’t changed that much—the actual process is still a form of slow creative that felt timely to bring in front of this generation,” says Julie Raheja-Perera, a VP at Pepsi Lipton Partnership N.A. “With Doja Cat as our buzzy partner, we are reigniting the nostalgia for longtime fans while engaging new ones with a creative style that stands out.”
In the :20 below from VaynerMedia, we hear bars from her song “Demons,” and learn that nothing comes between the Cat and Brisk.
A Snapchat filter lets create clay versions of themselves, inspired by Doja Cat’s look.
“Brisk has always stood for celebrating creativity and self-expression, so for our biggest launch in over a decade, we wanted a partner as bold as us to drive claymation forward in a fresh, new way,” Raheja-Perera tells Muse.
“Doja Cat embodies the unique individuality that Brisk stands for and isn’t afraid to be her true, unfiltered self so she was the perfect partner to lead our return to claymation.”
CREDITS
Brisk
Brad Mawhee – Senior Brand Manager
Mimi Su – Sr. Marketing Director
Sarah Hammer – Sr. Marketing Director
Gavin Taylor – Marketing Analyst
Rena Daum, Communications Director
Yera Ha, Senior Communications Manager
Ariana Wafer, Senior Communications Analyst
ShakerMaker
Emma Quigley – CEO, Founder
Abby Vergote – VP, Music & Talent Partnerships
Acceleration Community of Companies (PR)
Vice President: Shruti Dhalwala
Account Supervisor: Katherine Hartley
VaynerMedia
Rob Lenois – Chief Creative Officer
Isaac Silverglate – Executive Creative Director
Nick Greenberg – Creative Director
Chris Greer – Creative Director
Nick Bourne – Senior Producer
Anne Flavin – VP, Integrated Business Lead
Alaina Zúñiga – Sr. Account Director
Jennifer Guzzardi – Director, Project Management
Mikey Keenan – Project Manager
Jaymie Lipman – VP, Director of Business Affairs
Megan Lavelle – Senior Business Manager
Hornet
Peter Sluszka – Director
Riley Spencer – Producer
Judy Tam – Production Coordinator
Doja Cat & Talent Team
Nick Pacelli – In House Brand Lead
Christina Pacelli – In House Brand Lead
Gordan Dillard – Management
Josh Kaplan – Management
Makena Wasserman – Management
Jamal Peters – Director/Videographer
Jacob Webster – Photographer
Brea Lougheed – Producer
Amy Corr
Amy Corr is senior editor of Muse by Clio.
