U.K.-based SHS Drinks has tapped NKPR for the Canadian launch of Shloer, a line of sparkling grape-based juice drinks. NKPR has handled public relations for SHS Drinks’ Bottlegreen brand since 2012, and also handled the Canadian launch of Woody’s vodka cooler brand this past summer.
“They came to us [with Shloer] because they really like the way we work with them,” said Natasha Koifman, president of NKPR, which has offices in Toronto and New York.
Shloer is debuting two varieties in Canada: Red Grape and White Grape. Shloer, which is named after Jules Shloer, a Swiss professor who created the brand almost 80 years ago, contains no preservatives, artificial colours, sweeteners or flavourings. “It’s a perfect wine alternative for those who don’t consume alcohol,” said Koifman.
Shloer will work with NKPR to develop the brand’s profile in Canada and grow consumer awareness for its drinks. PR activities include media relations, influencer seeding and events, as well as social and digital media. “The key for beverage brands is you have to try it,” said Koifman. “And once you try it, you buy it.”
In other NKPR news, the agency announced three new additions to its artist management division, NK Artists, which focuses on personal brand building and endorsements for artists, celebrities and media personalities. The new clients are New York fashion photographer Sophie Elgort; Financial Times and The Hollywood Reporter contributor and futurist Syl Tang; and Russian-American gymnast and Olympian Nastia Liukin.
“It’s exciting to get to work with these women to really build their brands in 2015 and 2016,” said Koifman. “To me, [NK Artists] is not about ‘let’s be a talent agency and just start representing everybody.’ It’s ‘let’s pick and choose people who are really interesting and dig in to what they want to be, and work with them to help make that happen.’”
