A Mist-Takes Spot

Sierra Mist, which has put comedians at the forefront of its marketing strategy since the brand launched in 2001, is planning to expand the theme with an online contest for animated shorts and a multi-episode TV series based on its "Stand Up or Sit Down" comedy competition.

Last year's "Stand Up" challenge delivered 5 billion impressions on MySpace and resulted in a one-hour TBS special, writes the Hollywood Reporter. This year, Mist will run another online search, this time for the best animated content. Last year's winner, Steve Byrne, was selected by a panel of judges and MySpace users out of a pool of over 700. Byrne won a $50,000 development deal with TBS and a comedy tour with the Improv chain.

Mist's entire ad budget is dedicated to comedic spots with its Mist-takes improv group; it also devotes the bulk of its marketing to the development and sponsorship of comedic talent via content and live comedy festivals, a strategy aimed at the brand's core demo of 20-29-year-olds.

With the fastest growing segment of its sales coming from Latino customers, Sierra Mist is also planning its first search for a Latino comedian. The brand has extended its comedy ad campaign into Spanish-language territory with a separate comedy troupe and ads on Univision and Telemundo.