J. Walter Thompson USA, New York, commissioned well-known graffiti artist Lady Pink and her partner/husband Smith to spray the Ditmars Lumber company wall (with permission). Emblazoned in Lipton's trademark blue and yellow will be "Yo, yo, yo. That's Brisk, baby." The wall will then become the background for a puppet figure of rap artist Coolio holding a Lipton Brisk drink.
FROM MERCY TO YEEOW
Two other music stars, Elvis Presley and James Brown, will get similarly tailored print ads -- Elvis' will read, "Mercy, that's Brisk, baby," spelled out in Las Vegas-style lights; and Mr. Brown's latex puppet character will stand beside a funkadelic '70s "Yeeow! That's Brisk, baby" headline.
"Each icon has a different feel and each print ad is personalized specifically for them," said JWT Creative Director Mickey Paxton.
"Print is a natural extension for us," said Michael Hartman, director of marketing for the Lipton Brisk brand. "Everything we do now is about integration and synergy. Last year we took the TV work to the Web, and this year we're adding print and dialing up our retail presence."
TV BREAKS THIS SUMMER
Lipton and JWT earlier announced this year's Brisk lineup of puppet alter egos -- Coolio, Messrs. Presley and Brown, as well as Willie Nelson. All four will be featured in a new TV commercial set to break in the summer.
Mr. Paxton said, "This is the beginning of branching out the marketing and brand strategy of Brisk to `Get back on your game,' " a recurring theme in ads.
The print could be expanded to outdoor, he said, although that is not yet planned. To advance Internet executions, JWT will use flash animation and downloadable music, Mr. Paxton said.
Each of the three print ads will run in a media-appropriate place.
The Coolio work is slated for magazines such as Wenner Media's Rolling Stone and Miller Publishing Group's Vibe. The Elvis Presley and James Brown executions will appear in publications such as Time Inc.'s People and Entertainment Weekly.