Case | HBS Case Collection | September 2011 (Revised December 2012)

Pepsi-Lipton Brisk

by Thales S. Teixeira and Alison Caverly

Abstract

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.

Keywords: Marketing Channels; Marketing Communications; Advertising Campaigns; Decision Making; Media; Product Launch; Resource Allocation; Performance Effectiveness; Budgets and Budgeting; Food and Beverage Industry;

Citation:

Teixeira, Thales S., and Alison Caverly. "Pepsi-Lipton Brisk." Harvard Business School Case 512-011, September 2011. (Revised December 2012.)