Pepsi-Lipton Brisk

Posted: 30 Apr 2012

See all articles by Thales Teixeira

Thales Teixeira

Harvard Business School

Alison Caverly

Northwestern University

Date Written: February 3, 2012

Abstract

This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads and social) media.

Learning Objective: This case is intended to (1) introduce students to the six M's Framework for defining a promotional campaign (Medium, Metrics, Message, Mission, Market and Money), (2) to help them understand the benefits and quantitatively measure the trade-offs of different video-based media (television, online and viral ads) and to (3) discuss how to align creative executions of ads with the choice of media and metrics of effectiveness.

Suggested Citation

Teixeira, Thales and Caverly, Alison, Pepsi-Lipton Brisk (February 3, 2012). Harvard Business School Marketing Unit Case No. 512-011. Available at SSRN: https://ssrn.com/abstract=2048481

Thales Teixeira (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Alison Caverly

Northwestern University ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

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