Thrive PR + Communications will be adding SodaStream to its list of global consumer-lifestyle brands, after being appointed as its Public Relations company of record in Australia.
The win follows a competitive pitch that will see Thrive manage the sparkling water brand’s earned media relations, press office, and gifting program.
Thrive will also be responsible for elevating messaging and storytelling around the brand’s commitment to sustainability awareness with purpose led campaigns.
Thrive commenced activity this month with the local market launch of SodaStream’s 2021 Pride Month campaign with actor and activist Laverne Cox, reinforcing its global commitment to support The International lesbian, gay, Bisexual, trans and intersex association (ILGA) and local organizations around the world, including Australia.
Nicole Hamilton, Thrive + Communications general manager, said: “SodaStream is a fantastic addition to our stable of consumer lifestyle brands, not only because of its popularity in Australia but because it is tackling some of the world’s most talked about societal shifts, including diversity and sustainability, both of which are topics Thrive feels very passionately about.”
Laura Wilson, marketing director of SodaStream Australia, said: “We’re excited to be working with Thrive to take our brand communications to the next level in Australia. Their approach to media relations and their out of scope creative thinking was a real standout, and we believe this will really resonate with our key consumers.”
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