Pepsi Lipton Brisk Case Study Analysis

Pepsi Lipton Brisk Case Study Analysis-80
This green tea is fourth in Japan (behind Oi Ocha, Iyemon, and Kirin) but is hoping to make a splash in Singapore with its formulation.It is brewed from all natural ingredients, boasts to be the “closest [RTD tea] to authentic Japanese teapot brewed tea”, and has zero calories.And finally, Coca-Cola launched “Habu” herbal tea in Thailand – a blend of roselle, licorice, luo han guo and cogon grass said to “combine modern taste with traditional herbal properties.” At the same time, established brands like Zero Degree Green Tea in Vietnam and Sosro in Indonesia continue to evaluate their diet products to meet consumer demand for health, with Sosro focusing on a jasmine tea marketed with less sugar.

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A graduate of Boston University’s School of Communication and The Portfolio Center in Atlanta, Ratcliffe’s idea of using animated celebrities transformed Pepsi Co’s Lipton Brisk Iced Tea into a billion dollar brand.

The campaign not only became a case study at Harvard University but is also part of the permanent collection at the Museum of Modern Art.

Ratcliffe was also part of David Droga’s global team as Executive Creative Director for Publicis New York and Sydney where he ran Heineken, Heineken AA, Heineken Light, Amstel Light and several Pernod Ricard brands.

He’s won Addy’s, Adweek's Best Spots of the Year twice, a Gold Shorty and Gold Effie award and made Cannes shortlist for his Super Bowl spot “Disturbance.” “Ken’s experience, vision and creativity will be an unbelievable asset to UMG’s growing client list, and his talents will help us elevate our work,” said Ramón Nieves-Lugo, CEO/Principal of Uni Comm Media Group.

In fact, as demonstrated by the chart below, RTD tea has outpaced overall soft drinks industry growth every year for the last ten years.

However, demand for high sugar bottled teas is slowing.While growth remains positive, brands high in sugar are starting to bear the brunt of an obesity conscious consumer base, especially in the United States.In its place, tea that tastes more like tea – fresh brewed, unsweetened, subtle flavours – have emerged to meet growing demand for natural ingredients and lower calorie beverages with a less sweet, authentic taste.But in Japan, the world’s leading RTD tea nation in terms of per capita consumption, tea brands popular for their unsweetened varieties like Oi Ocha, Ayataka and Sokenbicha have all performed well.Concerns about sugar content and consumer demand for natural ingredients have helped less sweet teas grow in Japan and are gaining in popularity in many Asian countries.Pure Leaf also has diet versions that use sucralose and Ace-K artificial sweeteners to keep the product at zero calories.Preliminary 2013 data regarding sales of Honest Tea and Pure Leaf is promising, with each brand showing strong growth from the previous year.To reverse this forecast, RTD tea manufacturers should examine the evolution of the category in Asia Pacific – a market where the flavour differences between hot tea and RTD tea continues to blur.In 2012, RTD tea in Asia has grown into a 22.9 billion litre, US.7 billion retail juggernaut.RTD tea is the world’s fastest growing soft drink category.With a global off-trade volume CAGR of 8.2% from 2002-12, it has outperformed carbonates (1.7%), juices (4.0%), and even bottled water (7.2%).


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