Brisk Iced Tea, the PepsiCo- and Unilever-owned brand, is tapping into nostalgia with a fresh twist, bringing back its iconic claymation style for a new campaign starring rap sensation Doja Cat. Aimed squarely at Gen Z, this reboot puts a modern spin on a classic advertising tactic while keeping the craftsmanship of claymation at the forefront.
At the height of its popularity in the late ‘90s and early 2000s, Brisk’s claymation ads featured animated versions of stars like Elvis, Frank Sinatra, and Rocky Balboa, bringing bold, colorful energy to the screen in a way that set the brand apart. Fast-forward to 2024, and Brisk is once again using claymation to connect with a younger generation, blending creativity, artistry, and modern technology to reignite excitement for the brand.
Doja Cat Leads the Charge
The new campaign, which launched on September 10 and runs through mid-December, brings Doja Cat into the fold as the first female artist ever to be featured in Brisk’s claymation world. The ad, titled “That’s Cold,” is set to run across TikTok, Snapchat, Meta, YouTube, and other streaming platforms like Vevo, Roku, and Twitch, ensuring it reaches its target Gen Z audience where they spend the most time online.
In the 20-second spot, Doja Cat finds herself in a serene forest scene with a friend. But when her friend refuses to share a sip of Brisk, chaos ensues as a bear suddenly appears, leading Doja to transform into a fierce, claymated version of herself, complete with glowing blue eyes—a nod to Brisk’s past ads. She uses her powers to summon a forest “Voltron” to retrieve the Brisk can, but leaves her friend behind to face the bear. It’s a cheeky, edgy play on self-expression and personal priorities, all set to Doja’s hit song “Demons.”
Nostalgia Meets Innovation
Bringing back the beloved claymation style taps into a deep sense of nostalgia for Gen X and millennial audiences who remember the original Brisk ads. But with Gen Z’s growing fascination with Y2K culture, Brisk is bridging the generational gap, giving older fans a nod while engaging new viewers who are drawn to retro aesthetics.
“This style was one of our most distinctive campaigns, and it’s a perfect time to bring it back,” said Julie Raheja-Perera, VP of the Pepsi Lipton Partnership. “We’re reigniting nostalgia for long-time fans while also appealing to Gen Z’s love of creativity and individuality.”
A Fresh Take on Claymation
While the heart of the claymation technique remains the same, technological advancements have given the process a facelift. Innovations in 3D printing allow for more detailed facial expressions, while modern cameras and playback tools streamline the animation process. Yet, at its core, claymation remains a labor of love, with animators painstakingly posing each figure by hand for every frame.
According to Isaac Silverglate, executive creative director at VaynerMedia, this balance of new technology and traditional craftsmanship is what makes the campaign special. “The beauty of stop-motion is that, no matter how much the tools evolve, the human touch is still at the center of it all.”
Connecting with Gen Z’s Desire for Self-Expression
The tone of “That’s Cold” goes beyond nostalgia, tapping into Gen Z’s complex relationship with self-expression and decision-making. “Gen Z tends to consider many viewpoints before making a decision, which can be paralyzing,” said Raheja-Perera. “This campaign gives them permission to be a little selfish and prioritize themselves.”
Ultimately, Brisk’s latest campaign is a celebration of creativity, individuality, and self-confidence, cleverly packaged in a claymation world that blends the past with the future. By bringing back a classic technique with a bold, modern twist, Brisk is positioning itself as a brand that resonates across generations while staying relevant in the ever-evolving landscape of pop culture.