Brisk, a product of the Pepsi Lipton Tea Partnership, has partnered with Mexican-American action hero Danny Trejo. Trejo, star of the 2010 film Machete, has created an action-packed web film revitalizing its clay puppet animation campaign made popular in the last decade. The brand has produced a series of web films with Trejo and other celebrities to refresh the campaign and launched an online contest challenging consumers to tell their own brisk stories.
In the film, a clay puppet likeness of title character Machete Cortez recounts the movie's events in only 30 seconds. In that short amount of time, Machete is transformed from wanderer to renegade, serving as hired gun, outlaw, victim and ladies' man--all after a swig of Brisk.
"A partnership with Danny Trejo is a natural fit for us because his bold body of work aligns with the Brisk brand," says Javier Farfan, Director of Cultural Branding, PepsiCo. "He's an iconic hero and is relevant, authentic and credible to his fans."
"As one of the most recognizable faces in Hollywood, Trejo is not only the first Latino super-hero, but also a hero among the masses," says Robert Rodriguez, Director of Machete. "Trejo represents strength and resilience, and is an inspiration to multicultural audiences."
The tongue-in-cheek style film shows Trejo and other celebrities having fun with their images, a move that worked well in the nineties when the clay puppet spots debuted. The web film is spreading virally, and fast ÔÇô currently, it's had nearly 400,000 views since it went live six weeks ago.
"Our consumers are engaging with the brand in a deeper manner than ever before," says Eric Fuller, Senior Brand Manager, PepsiCo. "The visually arresting nature of stop motion animation coupled with the richness of the content and attention to detail is resulting in multiple views and a high degree of pass along."
Brisk has also launched a second web film starring rock icon Ozzy Osbourne. Both the Trejo and Osbourne films can be found on the Brisk Facebook page at www.facebook.com/brisk. Fans are encouraged to review the films and submit their own brisk stories in 140 characters or less. Two winners' stories will be animated and placed on the website .