As part of its evolution to better connect with its consumer base, the Brisk Ice Tea brand has unveiled the next phase of its Brisk Bodega platform, including the new “Not Half Bad” marketing campaign.
The new campaign supports the brand’s new Half & Half product line – designed as a “millennial twist on the iconic, old-timey tea and lemonade combination.”
The ads, which proclaim the tagline, “It’s Not Half Bad,” forewent the traditional production process, and instead enlisted real people from its core consumer base and asked for their reactions to the newest additions to the Brisk lineup.
“Our approach for engaging with our target hinges on co-creation and self-expression. Not only are we involving our target in our ad creative, but we’re operating under these principles across all platforms,” said Eric Whitehouse, director of marketing, Brisk Iced Tea. “Some of our top-performing Facebook posts are ‘Epic Comments,’ re-posts of the best comments left by our original, creative community.”
The campaign includes radio, OOH, mobile and digital, as well as an under-the-cap/under-the-tab promotion beginning May 19. Prizes include more than 4,000 custom premiums, and one grand-prize winner will have a chance to win a 2014 Chevy Avalanche with a custom paint job by urban apparel brand Crooks & Castles.
“Not Half Bad” launches on the heels of the BriskBodega.com digital portal, which offers original and curated content, such as access to music, a behind-the-scenes look at the Brisk Bodega tour, and a loyalty program with incentives like premium headphones and custom watches.
In celebration of the new Half & Half line, Brisk will return to SXSW, this time teaming up with Roc Nation recording artist and producer DJ Mustard to create a lineup of activities. The SXSW event will kick off the Brisk Bodega summer music series, which will include a six-city tour featuring up-and-coming and established talent.
The Brisk Half & Half line is available now in 24-ounce cans and 1-liter bottles in three flavors: Iced Tea & Lemonade, Iced Tea & Cherry Limeade and Iced Tea & Tropical Lemonade.