Brisk Iced Tea is launching one of its latest flavors, Pineapple Passionfruit, with a sweepstakes offering its first pair of custom-made sneakers. The “kicks” are designed after John Juan, the beverage’s pineapple-shaped animated character and spokesperson.
Continuing its urban-themed marketing strategy, owner PepsiCo, tapped Dan Mache, who made his name designing custom sneakers for celebrities and athletes, including LeBron James, to design a few pairs of sneakers as the grand prize.
The centerpiece of the sweepstakes is a video that begins as John Juan pops into Mache’s studio and asks Mache to design a pair of “kicks” for him. The video shows the detailed process of how Mache created the kicks by incorporating John Juan’s bright yellow colors and patterns and spiky green hair so when someone walks by they go, “Whoa, what are those?,” Mache says in the video.
Players can enter one of three ways: retweeting the video with the hashtag #BriskSweepstakes, sharing the video via the Facebook “share” function or using the hashtag in a post to the player’s Instagram account. One pair of the kicks, worth about $1,700, will be awarded to the winner.
In keeping with the social nature of the sweepstakes, the winner will be notified via email or direct messages from the official Facebook, Twitter or Instagram accounts to the social account the winner used to enter the sweepstakes. And players better be paying attention. The winner has only 24 hours to claim the prize. The sweeps ends Aug. 18 and is reminiscent of Nike’s Krispy Kreme shoe giveaway earlier this year.
The Pineapple Passionfruit flavor was chosen during a campaign that let consumers vote for the brand’s newest flavor among a number of choices.
Watch the video:
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