![]() ![]() Barnard and Tamaro decided to begin by showing a Super Bowl commercial followed by a campaign to continue the concept. However, an even more important and useful metric would be to measure actual engagement with Brisk’s social media (comments and sharing, for example). Their marketing goals were to reintroduce the Brisk brand, convince Arizona drinkers to switch to Brisk, and generate positive word of mouth by building their fan base (specifically by increasing their number of Facebook likes). When asked what they thought of Brisk, respondents used words like “sweet” and “refreshing”, but they also said it was “fake” and “sugary.” The problem, though, was that because they had not done any recent consumer-orientated marketing, people did not know what the brand stood for, and many even had negative perceptions about the brand. Moreover, there was an increase in sales of tea amongst millennials because this audience segment wanted a caffeinated alternative to soda. Also, Brisk was created with the intention of being for young adults. The brands natural personality was male, so it made sense for them to go for this target. Barnard and Tamaro decided to target male millennials and hispanics. or top rival Coca-Cola had the top market share in this sector, making it an even more appealing investment. However, because sales were beginning to rise and the tea industry was growing, PepsiCo. Although Lipton is positioned as a health product, they wanted to position Brisk as a product with personality, or an attitude-based product.īrisk had not done much consumer-oriented marketing during the time it was stagnant, rather they were more focused on trade agreements, product development and introduction of new packaging. Lipton Brisk is one of Lipton’s sub brands. Brisk was popular in the 90’s, but lost popularity until 2009, when sales began to rise again. vice president, Mary Barnard, had to decide how they would reintroduce the Brisk brand to consumers. In late 2010, brand building director for Lipton Brisk, Marisol Tamaro and PepsiCo. Team A: Chelsey Hood, Gaby Baez, Cui Zheqing, Estefanía Lopez Consumer Insights and Marketing Analytics ![]()
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