Charles Goetz

Charles Goetz is social media editor for Adweek, where he coordinates all of the publication's social channels.

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Showtime Gives Twin Peaks Fans Exactly What They Want at SXSW

Brand Marketing

Including coffee, doughnuts and lots of chevron.

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How the Founder of a Failed Education Startup Created the Hottest New Social Network for Teens

Digital's CEO Alex Zhu has cracked the code for launching a new app in the most crowded and heavily defended digital space.

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Brisk Ice Tea Is Latest Brand to Get Its Own Sneaker, and It’s Pineapple Passionfruit


Ever since Lipton's Brisk Iced Tea abandoned its inescapable '90s "That's Brisk, Baby!" ad campaigns from J. Walter Thompson that featured Claymation celebrities, its marketing has focused almost entirely on attracting urban teens by collaborating with street artists. These campaigns have included everything from custom iced tea cans to interactive murals to Brisk Bodega pop-up shops focused on art and music and even a dedicated Tumblr blog.

To help launch one of its newest flavors, Pineapple Passionfruit, Brisk continues its run of urban-themed stunts by going after the trendy and loose-with-cash sneakerhead market.

The PepsiCo-owned brand tapped sneaker artist Dan "Mache" Gamache of Mache Custom Kicks (whose clients include the likes of LeBron James and Kanye West) to design the first-ever Brisk sneakers. But as with Nike's recent Krispy Kreme shoes, Mache will be customizing only a few pairs of the sneakers, as the brand feels that "keeping these kicks super rare taps into the culture of sneaker hunting."