Pepsi, Red Rock Deli and Smith’s extends Special’s remit partnering with Special PR  

Independent agency Special PR has been tapped as the PR partner for PepsiCo brands Pepsi, Red Rock Deli, and Smith’s, extending Special Group Australia’s remit with the global giant.

The appointment will see Special PR 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.

Special PR, founded in Australia by ex-Havas talent Alex Bryant, was launched nationally in July last year with an ambition to set a new benchmark in culturally relevant and purpose driven earned creative campaigns.

Says Bryant (pictured below): “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.”

Vandita Pandey, chief marketing officer ANZ, Snacks & Beverages at PepsiCo, said the company is 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.”

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.

Says Lindsey Evans, partner, and CEO Special Australia: “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 combined PepsiCo work for Special Australia and Special PR has so far seen the unveiling of Pepsi Max’s latest “Tastes OK” campaign as well as Red Rock Deli’s launch of its new brand platform ‘Awaken Your Senses’ with a unique collaboration with Pnau with both campaigns launching earlier this month.

The 2023 launch of Special PR in Australia further ingrained the agency group’s Trans-Tasman offering, with the PR model already proving successful in New Zealand, after Special PR launched in 2021.