Special PR appointed by three PepsiCo brands as PR agency
Special Group’s recently launched PR arm has been appointed as the PR agency partner for PepsiCo’s Pepsi, Red Rock Deli and Smith’s brands.
The appointment will see Special PR responsible for creative earned campaigns, PR strategy and activations, content development, media relations, publicity and influencer relationships across Australia.
There will be a focus on Gen Z and culture as the brands hope to set a new benchmark in culturally relevant and purpose-driven campaigns.
“Special PR’s passion for culture, creativity and ideas which really get people talking was a clear selling point for us,” said Vandita Pandey, chief marketer ANZ, snacks and beverages at PepsiCo.
“The team’s ambitious spirit and individual track records across the consumer and lifestyle space proved Special PR to be the perfect partner.”
Special PR launched mid-last year as a stand-alone business, helmed by ex-Havas Red managing partner Alex Bryant. The recent appointment consolidates Special Group’s remit with PepsiCo, as it also holds the creative accounts for the three brands.
Alex Bryant
Lindsey Evans, partner and CEO at Special Australia, said: “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 work across PR and creative was seen in Pepsi’s recent ‘Tastes OK’ out-of-home campaign, and Red Rock Deli’s partnership with PNAU to launch its new brand platform, ‘Awaken Your Senses’.
PepsiCo’s Vandita Pandey is scheduled for a session at this year’s Mumbrella360, where the CMO is set explain the connection between consumer loyalty and engagement, and personalisation and big data.
Tickets are available here.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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Alex Bryant
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