Special PR has been appointed as the PR agency of record for PepsiCo brands Pepsi, Red Rock Deli, and Smith’s, extending Special Group Australia's partnership with the FMCG company.

Special PR's remit will see the agency handle PepsiCo's 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 was founded in Australia by ex-Havas talent Alex Bryant and launched nationally in July last year. The partnership 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.

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 their new brand platform ‘Awaken Your Senses’ with a unique collaboration with Pnau.

"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," said Bryant.

"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," said PepsiCo Chief Marketing Officer ANZ, Snacks & Beverages, Vandita Pandey.

"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," said Special Australia CEO and partner, Lindsey Evans.