Brisk’s Claymation return features Doja Cat

Doja Cat is the latest celebrity to get Brisk’s Claymation treatment. The beverage brand is bringing back the ad format after 12 years in a move to appeal to Gen Z. In a new ad from VaynerMedia, Doja Cat asks a guy if she can try a sip of his Brisk iced tea. When he says no, he is snatched up by a grizzly bear and starts pleading for help. Doja Cat comes to his rescue by summoning a “demon”—a nod to her song, “Demons”—made up of other forest animals who take the can of tea, but don’t save Doja’s friend. “We are reigniting nostalgia for long-time fans and rebooting it for Gen Z,” said Julie Raheja-Perera, general manager and VP of the Pepsi Lipton Partnership North America, the joint PepsiCo-Unilever partnership that handles the brand. “We wanted someone with bold self-expression, and Doja Cat brings that.” Also read: Why Gen Z overspends at live events Doja Cat is the first woman to be featured in its Claymation campaign, according to the brand. Raheja-Perera said Brisk over-indexes with Gen Z, claiming that more than a quarter of Gen Zers drink Brisk, and that the brand sees a large percentage of sales from the group in convenience and grocery. Sales volumes in the shelf-stable canned and bottled tea category decreased by 4.7% and dollar sales declined slightly for the first quarter of 2024, according to the latest data cited by Beverage Digest. PepsiCo’s Lipton ready-to-drink tea sales fell 8.6% and volumes were down over 12%. Arizona tea volumes were down 1.6%. Coca-Cola’s Gold Peak tea saw a bump in volume (1.3%) and dollar sales were up 6.5%. Last year approximately 75% to 80% of tea consumed in the U.S. was iced, according to the Tea Association of the U.S.A., a trade group that represents the tea industry. As part of the Doja Cat campaign, Brisk is launching a Snapchat filter that lets fans transform into clay versions of themselves. Fans also have a chance to win a Doja Cat’s clay head, as well as figurines signed by the singer by following @Brisk on Instagram and tagging a friend in the comments with #ThatsColdSweepsEntry. The Claymation spots are part of the “That’s Brisk, Baby!” campaign started in 1996 by J. Walter Thompson. They were revived in 2010 by Mekansim, which was responsible for Brisk’s last classic claymation ads—a 2011 Super Bowl spot starring rapper Eminem and another spot in 2012 for Star Wars that featured Darth Maul. The Claymation “puppets” also appeared in Brisk’s 2002 Super Bowl ad from BBDO. In that spot, the puppets, led by Danny DeVito, were “fired” because the tea had gotten so good it sold itself. Brisk Claymation ads have also starred Babe Ruth, Frank Sinatra, Ozzy Osbourne, Elvis Presley and Danny Trejo. Lipton entered into a joint venture with PepsiCo in 1991 to expand the distribution of existing Lipton ready-to-drink teas through Pepsi bottlers.

Brisk’s Claymation return features Doja Cat

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