Lipton Brisk and Chuck Liddell

Earlier this month, Lipton Brisk released a digital short story entitled The Way of the Brisk: The Untold Story featuring UFC legend Chuck Liddell.

Payout Perspective:

The segment is really quite well-done and the perfect example of what we talk about here at MMAPayout.com all the time: the actual marketing or sponsorship activation directed towards an MMA audience must utilize elements of the MMA lifestyle or culture to truly be effective. This is something that seems obvious, but you’d be surprised how little it really happens (to my constant frustration!).

In this case, Lipton has taken elements of its brand – the very successful puppet concept from the 90s and early 2000s – and applied it to one of the most popular fighters in UFC history. It has Chuck doing what he does best, but in a humorous setting.

I tend to think that if you’re going to use MMA in your marketing material it either has to be funny or an association drawn to the hard work, dedication, and intensity that MMA requires. There really isn’t a market for advertisements that involve the hardcore fighting elements of the sport and typically anything in that direction is just going to limit your exposure; there are still a lot of people “disgusted” by the very sight of MMA and if you use the hardcore stuff, you’re immediately limiting your reach.

Humor and hard work are safe and stable concepts to work with – everyone gets them. If done right, a marketing team can even get a response out of non-MMA fans with MMA-related advertising along these lines.