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Case
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Reference no. 9-513-P01
Portuguese language
Subject category: Strategy and General Management
Authors: Thales S Teixeira (Harvard Business School); Alison Caverly (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2012
Version: 3 February 2012
Revision date: 29-Apr-2019
Length: 27 pages
Data source: Field research
Topics: Budgets; Cause marketing; Food assistance; Media selection; Resouce allocation; Viral marketing; Resource allocation; Decision making; Budgeting; Advertising; Marketing; Advertising campaigns; Advertising media; Marketing communications; Consumer behavior
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

This is a Portuguese version. This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads and social) media.
Industries:
Advertising & public relations; Telecommunications; Beverages; Apparel accessories
Size:
USD10 billion; 50,000 employees
Other setting(s):
2010
Teaching note
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Reference no. 5-512-067
Subject category: Strategy and General Management
Authors: Thales S Teixeira (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2012
Version: 6 March 2012
Length: 20 pages
Data source: Field research
View full details
Case
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Reference no. 9-512-011
Subject category: Strategy and General Management
Authors: Thales S Teixeira (Harvard Business School); Alison Caverly (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 18 December 2012
Revision date: 16-Jan-2013
Length: 23 pages
Data source: Field research
Topics: Budgets; Cause marketing; Food assistance; Media selection; Resouce allocation; Viral marketing; Resource allocation; Decision making; Budgeting; Advertising; Marketing; Advertising campaigns; Advertising media; Marketing communications; Consumer behavior
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

This is a Portuguese version. This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads and social) media.

Settings

Industries:
Advertising & public relations; Telecommunications; Beverages; Apparel accessories
Size:
USD10 billion; 50,000 employees
Other setting(s):
2010

Related

Teaching note
-
Reference no. 5-512-067
Subject category: Strategy and General Management
Authors: Thales S Teixeira (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2012
Version: 6 March 2012
Length: 20 pages
Data source: Field research
View full details
Case
-
Reference no. 9-512-011
Subject category: Strategy and General Management
Authors: Thales S Teixeira (Harvard Business School); Alison Caverly (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 18 December 2012
Revision date: 16-Jan-2013
Length: 23 pages
Data source: Field research
Topics: Budgets; Cause marketing; Food assistance; Media selection; Resouce allocation; Viral marketing; Resource allocation; Decision making; Budgeting; Advertising; Marketing; Advertising campaigns; Advertising media; Marketing communications; Consumer behavior
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details