PepsiCo, a global leader in the food and beverage industry, has announced an exciting partnership with Special PR, a forward-thinking public relations agency, to spearhead its PR initiatives across Australia for brands such as Pepsi, Red Rock Deli, and Smith’s. This collaboration is poised to enhance PepsiCo’s engagement with Gen Z and cultural sectors, leveraging Special PR’s innovative approach to creative earned campaigns, PR strategy, content development, and influencer relationships.
Special PR, under the leadership of industry veteran Alex Bryant, has been making waves since its national launch in July of the previous year. Bryant, a former Havas talent, aims to redefine the PR landscape with campaigns that resonate on a cultural and purpose-driven level. “When thinking about the type of clients and work we want to do with Special PR, PepsiCo fits the bill in every way. The ambition, bravery and incredible partnership ethos built between PepsiCo and Special so far has already allowed us to unlock such exciting work, which we can’t wait to unveil. This partnership aligns with our strategic ambitions of building a strong cultural and consumer lifestyle practice,” Bryant stated, reflecting the synergy between Special PR and PepsiCo.
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Vandita Pandey, Chief Marketing Officer ANZ, Snacks & Beverages at PepsiCo, echoed Bryant’s enthusiasm, highlighting Special PR’s dedication to creativity and cultural relevance as key factors in their partnership decision. “Special PR’s passion for culture, creativity and ideas which really get people talking was a clear selling point for us. The team’s ambitious spirit and individual track records across the consumer and lifestyle space proved Special PR to be the perfect partner,” Pandey remarked.
This partnership extension follows a competitive tender process in 2022, during which Special Group secured PepsiCo’s creative and advertising accounts, showcasing the strength of their relationship. Lindsey Evans, partner, and CEO of Special Australia, expressed excitement over the collaboration, “We couldn’t be more excited to bring our incredible teams in both Special Group and Special PR together with PepsiCo. With the clever and creative minds working on these brands, we look forward to continuing to create standout work that challenges conventions.”
The collaboration has already borne fruit, with the launch of Pepsi Max’s “Tastes OK” campaign and Red Rock Deli’s new brand platform, ‘Awaken Your Senses’, featuring a collaboration with Pnau, both unveiled earlier this month. The partnership not only signifies a new chapter for PepsiCo and Special PR but also reinforces Special PR’s position as a leader in culturally relevant and purpose-driven campaigns, a model that has seen success in New Zealand since its 2021 launch.
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