Brisk was a trailblazer in a less-traveled path in esports: off-season content involving competitive leagues where fans were just as much a part of the action as professional players. Promoted on the heels of the RLCS Season 2 Championship, the Brisk 7-Eleven Summer Series was designed to bring back players and casters for a series of monthly broadcasts that put players in matches featuring the game’s wild non-competitive modes. The Summer Series also gave fans the chance to play alongside their heroes and celebrity guests.

With Brisk’s limited-time Watermelon Lemonade as a central conversation piece within a new tournament circuit, the audience would not only cheer for their favorite players and their favorite casters as they drink and banter, they could join the action.

The campaign would not only make Brisk a household name in esports, but also a pioneer in the format of esports off-season content.

Brisk and 7-Eleven turned the Rocket League Championship Series off-season into a spirited competition, featuring an all-star roster of players and casters from Season 3 in show matches preparing for Season 4. Eight of the best North American and European teams competed across a three-part tournament with three matches on June 25, July 9, and August 6. Throughout each four-five hour tournament, casters consumed Brisk and performed in pre-recorded skits about purchasing the product at 7-Eleven. Viewers not only cheered for shoutcasters to “chug” entire bottles, they also engaged with the brand via social media after the broadcasts were over. This successfully positioned Brisk as not a brand name appearing in front of a broadcast, but as an interaction point in the fan experience and provider of the content. Brisk thus became a central character of the show and driver of the shoutcaster/audience interactions.

Brisk Watermelon Lemonade became the second most-purchased tea drink in 7-Eleven stores, leading 7-Eleven to extend the limited time offer! The product was also rolled out to other retailers because it was so successful.

This event was groundbreaking for esports. PepsiCo not only expanded Rocket League competitive content, but also mainstream acceptance of esports, showing non-endemic brands the best way to engage with the ad-resistant Millennial and Generation Z audiences.

PepsiCo showed how to provide tools for the audience to create the brand experience they want on the medium they prefer: live, interactive experiences with their favorite personalities. Fans even named their cars “Brisk” in the game, created videos speculating about custom Brisk-themed car skins, took over the Rocket League subreddit with threads about Brisk, and created a catchphrase that became the rallying cry of the broadcast: “Take the Risk. Drink the Brisk!”