Last month the joint venture firm unveiled what it calls "high-intensity" graphics (right) for its Lipton Brisk brand; also shown (left) are the graphics that have been replaced. It's an effort, says vp marketing and sales Rick Kundrat, "to attack the only remaining strengths of our competitors-Snapple and Arizona-by going after a larger share of the teen market."
For the first time, Lipton Brisk also will be packaged in 20-oz and 1-L Big Slam bottles, both made of polyethylene terephthalate. Already available in 12-oz cans and 2-L PET bottles, Brisk in these new package sizes should be just the ticket for the convenience stores teens frequent.
Already dominant in the fast-growing $1.8 billion ready-to-drink tea category, the Pepsi Lipton Tea Partnership is obviously determined to stay on top. "We're going to work harder to make Lipton Brisk available in all of the right places, packages and flavors for all of our teenage consumers," says general manager Eric Reinhard.