Posted: 30 Apr 2012
Date Written: February 3, 2012
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: Suggested Citation