Brisk Iced Tea's Claymation Comeback: A Cool Refresh for Gen Z

LIPTON Teas and Infusions Brisk makes a splash with a nostalgic twist. The brand is known for its iconic claymation ads that features celebrity puppets. It has returned to the technique for a new campaign starring rap sensation Doja Cat. This marks the first time a female artist has been immortalized in clay for a Brisk commercial.

The new campaign, titled "That's Cold," launched on September 10th and will run through December 15th across various social media platforms and streaming services. The 20-second spot showcases Doja Cat in a surreal, dreamlike setting, where a simple request for a sip of Brisk leads to a fantastical showdown with a hungry bear.

Julie Raheja-Perera, General Manager and Vice President for the Pepsi Lipton Partnership, explained the decision to revive claymation: "This is our biggest launch in over a decade, so we wanted to partner with someone as bold as we are and to drive claymation forward in a fresh new way for a whole new generation."??

A Nod to Nostalgia

The original Brisk ads, featuring puppets of celebrities like Elvis Presley and Frank Sinatra, are fondly remembered by Gen X and Millennial audiences. By bringing back claymation, Brisk is tapping into a wave of nostalgia that is particularly relevant to Gen Z.

Isaac Silverglate , Executive Creative Director at VaynerMedia, commented on the campaign's tone: "There's nostalgia built right into the execution with the claymation, which continues the Brisk legacy, but there's also a new tension built into our campaign with 'That's Cold.'"

A Message for Gen Z

The "That's Cold" campaign aims to connect with the values and sensitivities of Gen Z. It motivates viewers to put their own needs and wants first, even if it involves making tough decisions.

Julie Raheja-Perera stated, "We're giving Gen Z the permission they crave to be a little bit selfish... It's really important to be in tune with how Gen Z thinks about their lives and their world."

The Evolution of Claymation

While claymation has a nostalgic appeal, the technique has evolved significantly since the original Brisk ads. Progress in 3D printing and digital animation have enabled the creation of characters with improved precision and increased expressiveness. Nonetheless, the essence of claymation persists: meticulous craftsmanship and focus on detail.

Brisk's switch back to claymation brings a fresh change from the heavily digital advertising environment. The brand is looking to appeal to a new generation of consumers and strengthen its status as a cultural icon by fusing nostalgia with contemporary storytelling.