Brisk Iced Tea, the brand that has ownership of the two renowned players ”PepsiCo” and “Unilever,” has transformed their advertisement campaign to match the taste of Gen Z. In the new ad campaign, they are harnessing the technique to focus on human craftsmanship, irrespective of the technological advancement in place.
Brisk Iced Tea chose to use the claymation puppetry instead of using computer-generated content for its campaigns. The latest Brisk campaign is the witness for the same featuring Doja Cat, which was launched on September 10 and will be running on social media platforms like TikTok, Youtube, Snapchat, and Meta until December 15. Doja has also become the first female artist to be featured in the Brisk Claymation campaign.
The North America’s general manager and vice president of the Pepsi Lipton Partnership, “Julie Raheja-Perera,” quoted that it is one of the biggest launches over the past decade for which they wanted to collaborate with someone as bold as they are for driving the campaign in a unique and fresh way for the whole new generation.
Restoring Classics for Gen Z
Brisk Iced Tea has focused on reviving its iconic claymation ads, which were earlier popular with Gen X and the millennials, to attract the nostalgic older audiences along with the new Gen Z fans. The strategy to attract Gen Z is pretty subtle, as the campaign is featuring Doja Cat and the retro styles like Y2K, for which the Gen Z love has seen to have grown immensely over the past few years.
In the campaign, Doja Cat raps her song in a playful scenario where she showcases her abilities to save the brisk can from a bear, highlighting creativity and humor. The ad brings back Brisk’s old strategy of adding new layers to resonate with new age audiences. This ad also focused on Gen Z by providing them the freedom to prioritize themselves by acknowledging their evolved mindset about balancing empathy with self-interest.
Claymation Transformation over the Period
The original Brisk’s ads debuted at the time when stop motion animations were at their peak, with so many movies coming on the way in the same format. The director, Peter Sluszka, who made the Brisk’s new claymation ad, also worked on one of MTV’s shows named ‘Celebrity Deathmatch’ in which they used the same technique. Peter was impressed by the Brisk’s earlier advertising campaigns and always wanted to be a part of that legacy one day again.
Claymations hasn’t still lost its nostalgic charm, but modern technologies such as 3D printing have improved the quality of the content production. Irrespective of the modern technology upgrades, the classic essence of claymation hasn’t modernized. The characters are still sculpted by hand and moved frame by frame by keeping the craftsmanship to be the main focus in the technique. This amalgamation of classic craftsmanship and modern technology helped keep art alive and relevant.
