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• Case | HBS Case Collection | 2012 (Revised from original 2011 version)

  Pepsi-Lipton Brisk

  Thales S. Teixeira and Alison Caverly

  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, December 2012. (Revised from original September 2011 version.)

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• Teaching Note | HBS Case Collection | 2012

  Mekanism: Engineering Viral Marketing

  Thales S. Teixeira

  The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism's president is contemplating expanding its services to other advertising content and media (e.g., televison, print, online) in effect becoming a full-service ad agency. This case is intended to discuss whether Mekanism should "evolve" into an ad agency or keep focused on producing and distributing viral marketing content.

  Keywords: Viral Marketing; advertising; viral ads; virality; Mekanism; advertising agency; social media; influencer; storytelling; advertising content; Advertising; Advertising Industry; North and Central America;

  Citation:

  Teixeira, Thales S. "Mekanism: Engineering Viral Marketing." Harvard Business School Teaching Note 513-043, August 2012.

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• Background Note | HBS Case Collection | 2012

  Marketing Communications

  Thales S. Teixeira and Thales S. Teixeira

  This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how consumers respond to communication attempts. Finally, it lays out a framework for marketers to manage the entire communication process.

  Keywords: marketing communication; advertising; promotion; social media; digital media; viral advertising; Marketing; Communications Industry; North and Central America;

  Citation:

  Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.

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