Pepsi-Lipton Brisk Case

Group 1, Section C
Mohit Agrawal - PGP/22/284

Hrishabh Todkar - PGP/22/055

Anshu Jyoti - PGP/22/009

Surshree Meshram - PGP/22/332

Ashutosh Naik - PGP/22/345

Aman Gupta - PGP/22/343

Should Brisk be advertised on primetime TV or with viral ads in the months after Superbowl?
Why? What are the benefits and costs of each media?
We think that Brisk should be advertised by Viral ads online.
Primetime TV
Costs
➢ Half of the viewers skip through
most of the ads when watching TV
programs
➢ Big expense for less telecast time
Viral Ads on Social Media
Costs
Risky : Viral success is the exception (on
Youtube 3% of videos get more than 25,000
views)
Big parts of the viewers skip most of the ads
online (29%)
Benefits
➢ Measurable effects
➢ Larger audience (65% of the
millenials are getting their newsby
TV )
➢ Standard approach, economics are
well known and understood
➢ TV users are even more multitasking
(86% of US mobile Internet users
used their phones while watching
TV and 40% of those use social
networks and browse online) : TV ad
can become viral if viewers share
their impression on social media
➢ Support from bottlers and execution
at retail
Benefits
Mekanism are expert in promoting and
producing video ads online using social
media (had garnered more than 1million
viral views for 9/12 campaigns)
Touch directly the consumer target (59% of
the millenials are getting their news by
internet and 75% of the millenials are using
social networks)
Opportunity to build a big fan base and of
higher engagement with the sharing effect
and the word of mouth (Likelywood of
visiting a brand website after viewing an
 online video ad was 16% and the likelihood
of sharing the ad was 3.6%)

Cheaper option

Better ratio proportion of time spent on

Internet (28% and rising) / amount of
advertising spending (13%) (39% of spending
for 31% of spent time on the TV)

The viral effect can lead to a larger audience

than TV

Reach consumers online in a less intrusive

manner (communication by influencers to
direct the consumers to the brand’s
website)

How each medium is consumed by the target consumers? How consumers' behaviour can be taken
into account to compare benefits of the each medium?

Use of TV by millenials Use of Social Media and Internet by Millenials

86% of US mobile Internet users used their
phones while watching TV and 40% of those use
social networks and browse online (we can
assume that most of them are millenials)
65% of the millenials are getting their news by
TV
Follow influencers
Share their hobbies, habits, opinions, daily life
on social networks
59% of the millenials are getting their news by
internet
75% of the millenials are using social networks
29% of the millenials are using the social
networking site they use most several times a
day and 26% once a day

Even if TV stays in millenials habits to get news, the growing use of social networking sites the social
media more accurate for this campaign. Moreover, Brisk has to build his fan base on social media if
the brand wants to reach the millenials and we think that the multitasking use of TV wont be enough
for this goal.
Which of the 4 ads Mary and Tamaro choose? How would you evaluate? Which elements matter?

Sol:- Out of the 4 ads we are recommending to choose “That’s Brisk, Baby!” commercial. Mary and
Tamaro (PLP team) not only wants to sell more Brisk products but also build the brand. “That’s Brisk,
Baby!” commercial tagline remembered by the young people (millennials) and the retailers and
bottlers too, hence it would be good to leverage on this past equity using Claymation.
Elements Matter:

• Influencers:- That’s Brisk, Baby commercial would include some popular celebrity
which would act as a influencer for the millennial audience
• Showing all the 6 flavors of the Brisk in one frame during the commercial
• Appeal to the youth as a cool, edgy and energy drink
Evaluation of Ads:-

• Measuring the impact of Influencers in drawing the traffic for Brisk

• Number of Impressions captured
• Engagement among consumers through social media websites like Facebook,
YouTube etc.
• Capturing the Brand Sentiment

What does Mekanism mean by engagement? How do they think they can increase engagement
with the brand using viral ads?

• According to the Mekanism engagement means consumer is relating (functional &

emotional) and interacting with the ads.

• Engagement from users would lead to actions such as sharing of the commercial, garnering
the views on YouTube, recording the reactions and comments from the user on the Facebook
and other social media platform.

• To achieve such engagement Mekanism coined the term “Engineering Virality” which would
leads to high amount of engagement through Storytelling.

Increasing Engagement

Content Creation:

• By creating the right story for a particular target group, and the best way to do that is
through Storytelling.
• Stories engage emotions and connect on deeper level.
• Adding Humor to the story would lead more engaging stories.
• The storytelling gives something to the consumers to talk about within their social networks.

Content Syndication
• Syndication was the process of seeding a campaign’s content to a variety of blogs and other
sites that could then post it for their visitors to see
• First, Identify the influencers;
• Second, Engage with the influencers;
• Third, a value exchange was formalized;
• Fourth, the message was distributed to influencers;
• Finally, metrics of success were evaluated and used to optimize each influencer’s role.