Pepsi Lipton Brisk Case Study Analysis

“Ken is one of the most creatively recognized leaders in the industry and will be an important asset as we bring together the best of business, technology and intentional design to propel our partners forward.” For more information about UMG, visit agency and for information about 3Fold, visit

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Sugary brands like Arizona and Lipton iced teas lead this category with nearly one billion off-trade litres sold at retail in 2012.

But these two brands, along with similarly sweet products like Brisk, Snapple, and Nestea have seen growth slow or decline in recent years – with 2013 continuing this trend.

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.

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.Meanwhile, full-flavoured RTD tea products like Lipton Iced Tea, Lipton Brisk, Arizona, and Snapple have all seen value declines for 2013.This seems to demonstrate a shift in US consumer attitudes toward RTD teas – one where low calorie teas and teas with healthier, natural ingredients are growing in popularity.As consumers in both the US and across the world examine soft drink labels more closely than ever before, calories and ingredients remain important, but taste remains paramount.Unsweetened, brewed RTD teas are a strong option for health conscious consumers thanks to the subtleties and variety of flavours that tea provides, as well as its adaptability with other beverages.Ratcliffe also served as the CCO of Publicis Malaysia where he oversaw a number of brands including Nestle and Intel and has freelanced everywhere from Singapore to LA.He also had a brief career change where he was a comedy writer in Hollywood where he wrote for MTV, Comedy Central and was personal writer to comedian Jimmy Kimmel, host of “Jimmy Kimmel Live.” “With Ken’s incredible skills and talents, 3Fold will be better positioned to help our clients connect their brands in new, creative ways,” said Tim Joiner, Principal and CEO of 3Fold. C.) April 2, 2019 – Award winning creative director Ken Ratcliffe was recently named Executive Creative Director for Uni Comm Media Group (UMG) and 3Fold, two sister advertising agencies offering marketing, digital, creative and consulting services with clients in the U. When Ratcliffe was lead creative director on Planet Fitness, the health and fitness center experienced the highest increase in the number of new members in their 25-year history. As the new Executive Creative Director, Ratcliffe will lead all strategic direction for UMG, a full service, Hispanic advertising agency and 3Fold, a marketing agency both headquartered in Greenville, S. Prior to joining UMG and 3Fold, Ratcliffe was Creative Director at Hill Holliday Boston where he and his team landed three national brands - Planet Fitness, Simple Mobile and Party City.Sokenbicha, Coca-Cola’s unsweetened blended Japanese bottled tea, has expanded to South Korea and Taiwan.The company is also exploring new markets with Ayataka.