PepsiCo has introduced new Star Wars-themed advertising, social media initiatives, and packaging to promote its Brisk iced tea and juice drinks, according to an article in The New York Times. The new marketing campaign will enlist characters from Lucasfilm’s “Star Wars: Episode I — The Phantom Menace 3D,” which is set for release next month. The campaign is designed to expand upon Brisk’s strong social media presence and increase sales within its target market of young adults, particularly males aged 18-29.
The advertising and marketing campaign was created by Mekanism, a San Francisco-based agency that Pepsi hired in 2010. It’s the largest that the cola giant has ever launched behind the Lipton-owned Brisk brand, which it has bottled and marketed for more than 20 years. According to Ian Kovalik, a creative director at the agency, Meckanism’s marketing initiatives have been largely successful as the number of Brisk’s Facebook fans has jumped to 950,000 from the 10,000 in late 2010.
As part of the campaign, Brisk will debut new packaging featuring Yoda and Darth Maul, both prominent characters from “The Phantom Menace.” The packaging includes a 1 L, limited-edition bottle of raspberry iced tea with a Darth Maul label, and a new one-gallon jug that comes in four flavors. Additionally, the company will launch a “Brisksaber” mobile game app for the Android and Apple platforms. Players can unlock new game characters, vehicles and weapons by redeeming codes under Brisk bottle caps.
PepsiCo will begin running 15- and 30-second TV spots for Brisk in the middle of the month, starting with the Fox network’s Sunday night “Animation Domination” and subsequently on cable stations including Adult Swim, Comedy Central, MTV, Spike and Syfy.