Posted 1.17.2012 by Gregory Moore
For a limited time only, Lipton's Brisk Iced Tea will feature iconic Star Wars characters such as Darth Maul. The label is part of a broader interactive marketing effort.
After downloading a specific mobile application, buyers can redeem codes on specially marked containers to download characters that can be used in interactive games. Players are asked to choose between the Light Side or the Dark Side of the Force and battle various foes depending on their choice. Their scores can be uploaded to Facebook or Twitter for bragging rights.
"The Brisk team has done a great job developing new, innovative ways for people to interact with Star Wars — staying true to classic, fan-favorite characters while giving them a fun twist," Kayleen Walters, senior director of marketing at Lucasfilm, told Package Design Magazine.
Both 24-ounce cans and one-liter bottles of Brisk Iced Tea feature Darth Maul, the primary antagonist from Episode I : The Phantom Menace.
Launching new packages and labels to coincide with special events is an effective strategy used by a variety of manufacturers to generate sales based off of heightened awareness.