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 brand. The extension follows a successful competitive tender process in 2022, which saw Special Group awarded the creative and advertising accounts for the three brands.

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's Managing Director, Alex Bryant said: "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."