Independent Special Group has expanded its creative agency remit with PepsiCo brands Pepsi, Red Rock Deli, and Smith’s to public relations.
The appointment will see Special develop creative earned campaigns, PR strategy and activation, content development, media relations, publicity, and influencer relationships across Australia, with a focus on Gen Z and culture.
The PepsiCo work by Special Australia has so far seen the unveiling of Pepsi Max’s latest “Tastes OK” campaign as well as Red Rock Deli’s launch of brand platform Awaken Your Senses.
Vandita Pandey, CMO ANZ, Snacks & Beverages at PepsiCo, said the company was thrilled to continue its partnership with Special in Australia.
“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,” she said.
This extension follows a successful competitive tender process in 2022 which saw Special Group awarded PepsiCo’s creative and advertising accounts for the Pepsi, Red Rock Deli, and Smith’s brands.
“We couldn’t be more excited to bring our incredible teams in both Special Group and Special PR together with PepsiCo," said Lindsey Evans, partner, and CEO Special Australia.
"With the clever and creative minds working on these brands we look forward to continuing to create standout work that challenges conventions.”
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