Brisk Iced Tea is the Lipton-owned brand that's marketed as the "Iced tea with tons of attitude. The one with the bold lemon flavor that kicked iced tea off the back porch and gave it some street cred." The mascot for a new tropical variation of the drink is a rebellious sunglasses-wearing Pineapple -- a fitting character for the brand's purposes that originated back in the 1990s.
Looking to bring more awareness to itself, Brisk Iced Tea has employed customer sneaker maker Dan "Mache" Gamache to create a pair of shoes that fit the mascot's vivacious personality. He's told that the pineapple, named John Juan, is a big basketball fan and has always been a sneakerhead. With this in mind, Mache created a pair that makes use of vibrant contrasting colors that shows off Brisk Iced Tea's new pineapple flavor.
The brand is also giving consumers a chance to win the sneakers for themselves once they've spread word of the campaign via social media along with the hashtag #BriskSweepstakes.
Why This Trend Is Growing
- Customized Sneaker Promotions
- Brands partnering with customer sneaker makers to create limited edition sneakers as part of their marketing campaigns.
- Social Media Hashtag Campaigns
- Companies promoting their brands and products by asking consumers to use specific hashtags on social media to participate in contests and giveaways.
- Branded Character Merchandise
- Brands creating merchandise (such as sneakers) that feature their mascots or brand characters to create more awareness and loyalty among consumers.
Industries Being Reshaped
- Beverage
- Beverage brands promoting their products by collaborating with designers to create customized merchandise.
- Fashion
- Sneaker makers or fashion brands collaborating with other industries (such as beverage brands) to create unique products that combine brand identities.
- Social Media
- Social media platforms providing opportunities for brands to launch innovative campaigns that encourage user-generated content.
