Dive Brief:
- Brisk iced tea, a product offered by the PepsiCo and Unilever tea partnership, launched an arts program in partnership with actor and "Black Panther" star Michael B. Jordan. The Creators Class program joins industry leaders and emerging artists in urban areas for mentorship and collaboration on three projects in 2018, according to a press release.
- To promote the effort, Brisk is hosting an event for "Black Panther" fans during the NBA All-Star weekend in Los Angeles, CA, on Feb. 16-17 with interactive Marvel-inspired installations. The pop-up event will also showcase the nine new Brisk labels created by emerging artists to kick off and promote the Creators Class program. The labels will debut on all Brisk packaging nationwide later this month.
- Jordan is also directing, producing and starring in an online video celebrating artists' "creative hustle" by highlighting his process of transforming into his latest movie character Erik Killmonger. Creators can win an apprenticeship with Jordan's production company by visiting www.briskcreatorsclass.com starting Feb. 15.
Dive Insight:
Brisk's multi-channel campaign aimed at empowering "creative hustlers" through real-world opportunities and exposure is tailor-made for millennials and Gen Zers, groups parent company PepsiCo has recently struggled to reach with its soda brands. These generations tend to embrace creative efforts and innovation while shunning traditional views of gender roles and racial stereotypes, which appears to align with the Creators Class program and spirit of the "Black Panther" movie.
Nearly 70% of Gen Z think brands should help them achieve their goals. Brisk's campaign to showcase young creatives in their struggle for success will likely appeal to these sentiments and boost brand awareness among the younger consumer group through an out-of-home (OOH) activation, digital video and partnership with a popular movie that's been nominated for multiple Academy Awards.
Hollywood partnerships are nothing new for advertisers. However, marketers have continued to experiment with OOH activations for film releases to create unique and memorable experiences that connect with consumers in real time and generate plenty of social media buzz that furthers organic reach. A notable example is Disney's promotion for "Star Wars: The Last Jedi," which included digital billboards in New York's Times Square showing real-time tweets from fans. Nearly 2 million tweets had been sent in the days before the film's release, signaling that the marketing effort drove major excitement around the movie.
Earlier this week, PepsiCo announced plans to invest the millions of dollars it's saving under the new GOP tax plan into new e-commerce and digital capabilities to be more competitive.
