Beverage Brand Spills The Tea With Doja Cat Through Their Classic Claymation Ads

Brisk Iced Tea, a joint venture between PepsiCo and Unilever, has taken a nostalgic turn by reviving its iconic claymation advertising campaign featuring chart-topping recording artist Doja Cat. The ad entitled ‘That’s Cold’, launched on September 10, brings the classic claymation format back to the forefront, aiming to capture the attention of Gen Zers with a unique blend of nostalgia and creativity.

Brisk first introduced its claymation ads in the late 1990s and early 2000s, featuring a roster of legendary figures such as Elvis Presley, Frank Sinatra, and Rocky Balboa. The brand leveraged the distinctive claymation technique to stand out in the crowded advertising space, using a quirky, exaggerated style to captivate viewers' imaginations while leaving a lasting impression that set Brisk apart from other beverage brands of the time.

Check out Brisk's 'That's Cold' ad here.

The Return of Claymation?

In the age of nostalgia-driven marketing, Brisk decided to make a move to appeal to Gen Z, who are showing a strong connection and preference for retro themes. This reboot's timing is also strategic, as it coincides with a wave of throwback campaigns across industries. Brisk puts a twist on this trend, and puts a spotlight on creativity and self-expression—values that perfectly align with Gen Z’s own. Doja Cat, known for her bold and eclectic style, is the first female artist to star in a Brisk claymation ad.

Image screengrabbed from Brisk/YouTube

The new “That’s Cold” ad features Doja Cat and a friend interrupted by a bear who’s desperate for a sip of Brisk, a nod to the brand's previous ads. With a playful reference to Doja’s recent hit “Demons” and a visual transformation that calls back to Brisk’s earlier characters, the ad fuses old-school charm with modern flair. 

Isaac Silverglate, executive creative director at VaynerMedia, summed it up in emailed comments to Marketing Dive: “There’s nostalgia built right into the execution with the claymation... but there’s also a new tension built into our campaign with ‘That’s Cold.’”

Brisk is strategically tapping into Gen Z’s love for all things retro, while also refreshing its messaging for a modern audience. Julie Raheja-Perera, VP at Pepsi Lipton, explained: “We’re giving Gen Z the permission they crave to be a little bit selfish…” This approach resonates with the audience’s desire for self-expression and authenticity, giving the brand a distinct voice in today’s competitive market.

Brisk’s collaboration with Doja Cat is more than just an ad—it’s a creative revival that celebrates the brand’s history while inviting new fans to join the journey. The ad will run until December 15.

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