Brisk Iced Tea x Doja Cat
TO AUTHENTICALLY BUILD UPON BRISK’S CULTURAL IMPACT AND LEGACY, WE CREATED A CUSTOM CONTENT PROGRAM THAT MODERNIZED THE WORK THAT MADE THE BRAND ICONIC BY BUILDING UPON ITS LATEST PARTNERSHIP WITH THE GLOBAL GEN Z SUPERSTAR, DOJA CAT. IN 2025, THIS BRAND CAMPAIGN WENT ON TO WIN BEST BRAND PARTNERSHIP - B2C AT THE 17TH ANNUAL SHORTY AWARDS
Team
Genius
DELIVERABLES
Creative Strategy, Concept Development, Creative Direction, Copywriting, Brand Identity, Creative Strategy, Social Advertising
Year
2024
Role
CREATIVE IDEATION + MARKETING STRATEGY
Although Brisk was already partnering with an artist dominating the music landscape, we needed to firmly position the brand among Gen Z music enthusiasts.
The key insight driving the campaign centered on Gen Z being highly empathetic and socially conscious, often putting the needs of the collective over their own.
With the tagline "That's Cold" and featuring legendary characters who make bold, self-centered choices—like choosing Brisk over loved ones— the Doja Cat-starring sport aimed to challenge norms around selflessness and give Gen-Z the freedom to prioritize themselves.
WITH BRISK ALREADY TEAMING UP WITH THE SHOW-STOPPING ARTIST TO REVIVE ITS SIGNATURE CLAYMATION ADS, WE WERE TASKED WITH IDEATING ON ORIGINAL CONCEPTS TO BE THE BASES FOR AN CLAYMATED Q&A, ALONG WITH ADDITIONAL SOCIAL EXTENSIONS, THAT WOULD SUPPORT THE LAUNCH OF THIS EXCLUSIVE CREATIVE REVIVAL AND DRIVE BRAND RELEVANCE WITH A NEW GENERATION.
To build on Brisk’s cultural legacy while modernizing the brand’s iconic appeal, we proposed creating two claymation videos that immersed clay Doja Cat into the Genius ecosystem. At Genius’ core, we aim to share the unique stories behind the music that not only serve as a vehicle for self-discovery but also foster community for everyone, everywhere. By bringing Doja Cat, who was already a fan-favorite artist amongst our community, to Genius with this visual twist, we knew that our Gen Z audience would love it.
For our custom Q&A videos, we asked Doja Cat music-based questions themed to Brisk’s “That’s Cold” expression in a series titled, Cold Takes with Doja Cat. Questions like "what’s the coldest lyric you’ve ever written?" or "who's the coldest artist you've worked with?" not only aligned with the campaign messaging, but also further shared music knowledge around Doja Cat's music and creativity, calling back to the core tenet of Genius: sharing the stories behind the songs that meaningfully drive culture.
With a vibrant yet familial background, a playful animation style, and Doja’s colorful voiceover, we successfully bridged the gap between the nostalgia of the Brisk ads of the 1990s and a current icon of the next generation through the lens of music.
Together, we THOROUGHLY connected with Gen Z through music culture and nostalgia while amplifying the claymation spot starring Doja Cat. By modernizing the brand’s messaging to resonate with Gen Z’s desire for personal empowerment and self-expression, we drew over 26M impressions and reached over 2.6M people on social, ultimately driving brand awareness and cultural connection.
By bridging Brisk’s nostalgic 1990s claymation legacy with Doja Cat’s bold individuality POWERED BY Genius, the campaign connected with Gen Z’s desire for self-expression WHILE BRINGING THE BRAND significant brand media impact with over 15M impressions.
This mix of nostalgia, cultural relevance, and engaging content not only aided in solidifying Brisk’s place in music culture, but also proved that bold choices—whether in flavor or self-expression—always make an impact.
The Brisk x Genius: Cold Takes campaign was a standout example of bold creative direction and impactful brand storytelling. As a testament to the campaign’s innovative execution and cultural relevance, we submitted the collaboration for consideration in the Best Brand Partnership – B2C category at the 17th Annual Shorty Awards in 2025. The campaign was honored as a finalist, and ultimately went on to win the category, cementing its status as one of the year’s most successful branded content initiatives. THE SHORTY AWARD'S recognition reflects the collaborative excellence and strategic vision that made Genius and Brisk's partnership a breakthrough moment in branded CONTENT.
This victory stands as a powerful testament to Genius’ unmatched ability to craft culturally resonant stories, elevate BOLD artists, and deliver boundary-pushing CREATIVE DIRECTION that captivate audiences and shape the future of brand storytelling.