Popcorn PR announces SHS Drinks win

Popcorn PR has been appointed by SHS Drinks as its retained UK consumer PR agency, following a competitive three-way pitch.

Following a series of recent wins, including Thorpe Park and OGX haircare, Popcorn welcomes the entire SHS Drinks portfolio to the business, with the roster of leading drinks brands including WKD, Shloer, Bottlegreen Drinks Co. and Merrydown.

Following a significant rebrand alongside a series of NPD launches and brand extensions, the activity will kick off with an integrated campaign for the drink for every social occasion, Shloer.

Driving brand penetration across the key summer period, Popcorns first activation will be implementing an integrated media, sampling and influencer programme, exploring wider brand collaborations.

Popcorn will be responsible for developing and establishing a creative and ownable narrative for the drinks range, which offers a format for all social drinking occasions and is free from preservatives, artificial sweeteners, flavours and colours.

The integrated activity will see Popcorn’s tactical approach driving consumer awareness, with amulti-pronged campaign that holds consumer needs at the heart of its strategy, highlighting the varied offerings of the soft drink brand.

Karen Salters, SHS Drinks Director, comments: “Popcorn’s response to the brief clearly demonstrated the agency’s vibrant creativity and passion, with inspired ideas and insight. With strong professional chemistry between our teams, we look forward to working with Popcorn on a year of exciting activity across the entire SHS Drinks portfolio.”

Popcorn founder, Louise Lloyd, comments: “As an independent business that has such a diverse offering across the drinks categories, including alcoholic premixes, cider and soft drinks, we’re looking forward to working with SHS to execute our creative ideas and strategic approaches across key seasonal campaigns for each of the unique drinks brands.”