Going Viral: The “Canbassador”

When Union Wine Company shared plans to hire a “canbassador” to drive their wine tasting truck across the United States for pop-up events and music festivals serving the brand’s famous Underwood wine in a can, we recognized all the ingredients for a viral moment. We immediately drafted a pitch with a shareable subject line, crafted a strategic list of writers and editors on the forefront of topical news and assembled assets to fulfill any image or interview requests.

Within 48 hours, we secured 327 million media impressions. Notable coverage included Good Morning America, Time, Cosmopolitan Magazine, Thrillist, Food & Wine, Brit + Co, Mashable, HelloGiggles, Travel + Leisure and more than 50 other digital and broadcast outlets, leading to 1,200 applications for the job. While the position was only open for one week, the viral canbassador coverage created a lasting increase in brand awareness. Union Wine Co. saw a 3,000% increase to their website, 73.4% of which were first time visitors, as well as over 600 new Instagram followers.

Lunch like an Italian with Lucini

After a long two weeks of winter (sarcasm intended), the sunshine has returned in Southern California and there’s no better way to greet spring’s perfect temperatures than dining al fresco. A few weeks ago, Soda Pop PR and Lucini Italia gathered friends together at one of our favorite succulent sources – Rolling Greens Nursery – to enjoy a long, leisurely lunch in the spirit of the Italian concept of “Dolce far Niente”; the pleasure of doing nothing.

Image 2

The afternoon featured four courses of Italian-inspired dishes by La Femme Epicure alongside an epic Lady & Larder cheese and charcuterie board.

Imag 3Image 4

Seasonal herb cocktails were shaken up by our friends at The Spirits in Motion who created photo-worthy signature cocktails unique to the event.

Image 5Image 6

It wouldn’t be an Italian feast without gelato and if you haven’t had Nancy Silverton’s Nancy’s Fancy gelato yet, we recommend the Butterscotch Budino gelato and Chocolate Fondente Sorbetto with a little Lucini olive oil and sea salt on top. Trust us.

Image 7Image 8Image 9Image 10

We hope our afternoon of lunching like an Italian inspires you to gather some friends and enjoy a beautiful homemade meal of your own. Buon Appetito!

Team Soda Pop PR

5 Tips to Start Your Spring Cleaning

Inspired by the changing weather and a viewing of the documentary Minimalism, the Soda Pop PR team has been on a mission to declutter. There’s nothing like a serious office deep clean to fill your space with new creative energy and calm. In the spirit of the season, here are a few tips to help you kick off your own spring cleaning efforts.

Capture.JPG

1. Pump the Jams: Every decluttering party needs a soundtrack. Upbeat jams and karaoke favorites work best and that happens to be where our music taste intersects in the SPPR office so we took the liberty of making you a little playlist. Crank it up and let the cleaning begin!

2. Eliminate Paper: Stacks of paper or overflowing filing cabinets are pretty much the opposite of the minimalism philosophy, not to mention anxiety provoking! We love using free apps like Genius Scan or Evernote Scannable to turn piles into PDFs and take our files digital (not to mention eliminating the need for a scanner/fax machine.) This is also a good opportunity to round up all of your bills and take them up on their “if you’d like to go paperless” option.

3. Purge: It wouldn’t be a spring cleaning roundup if we didn’t talk about the holy grail of decluttering: purging your closet. This subject is well covered ground and there is plenty of great advice out there (looking at you The EveryGirl) so we’ll leave you with just one piece: don’t be overly sentimental. The memories of your sister’s wedding will live on long after you’ve passed the dress you wore to it on to a new home.

4. Do a 30 Day Challenge: We’ve all been there. You wake up one Sunday morning in project mode but by noon you’re sitting in a sea of your possessions and you’re over it. Rather than dedicating an entire day to spring cleaning, try tackling one task daily for a month. This Refinery29 list of 15 things to throw away is a great place to start if you want to work up to that big closet purge.

5. Start Meditating: Now that you’ve cleaned out your physical space, it’s time to let go of everything you’ve been holding on to mentally. If you’ve always been interested in the benefits of meditation, spring is the perfect time to start a 21-day challenge with Oprah’s BFF Deepak or check out one of the many helpful meditation and mindful apps like Headspace.

Food for Thought with Krista Simmons

This week we sat down with talented travel writer and video producer Krista Simmons to talk about three of our favorite things: food, travel and the pursuit of creativity. She travels the world creating content for publications including Travel + Leisure, Departures, New York Magazine and the LA Times and just started a new venture as her own boss at Fork in the Road Media. Read on for an inside look at how video content and social media impact food and travel writing and the dream meals of an international foodie.

Krista Simmons

  1. How has traveling the world changed you the most?

    I’ve always said that traveling is the one thing that you can spend money on that actually makes you richer. It’s changed my life in so many ways, but what I’m most grateful for is that it’s given me a deeper sense of empathy. Experiencing other cultures has given me a sense of compassion towards how others grow up and the issues they face (especially as women). It’s taught me a deeper appreciation for the privilege I was born into. Simply having a US Passport is a real blessing in this day and age, and I always try to remember that in the way I view the world both at home and on the road.

  1. How have you seen food and travel writing evolve in recent years?

    I loved watching the evolution of 360 degree storytelling. Food and travel are such visual subjects, and it’s really inspiring to see how stories can be told in a way that gets viewers excited to hit the road and try new things. A few years back, it was a total uphill battle to convince editors that video and social were important. Fast forward and now it’s the most lucrative part of my business, so much so that I’ve started my own media company called Fork in the Road to tell these digital stories in a meaningful way.

  1. What advice would you give to someone who wants to be a travel writer or content creator?

    I always say the only way to do something is to do it. It’s so important to carve out time to nurture your creative side. It’s not an easy road, but it’s absolutely one worth taking.

  1. What’s the most underrated place you’ve ever traveled to?

    I honestly am all about traveling to the under-the-radar spots with bubbling culinary scenes that no one knows about. I’d so much rather be sitting on a little plastic stool slurping up curry in Yangon, Myanmar than a patisserie with a line out the door in Paris. I am always after what’s new and next. It’s exciting to know that you can help bring light to those places and stories, and hopefully bring business to deserving people who haven’t yet been discovered by my audience.

  1. What would be your ideal food day if distance was no limit (breakfast, lunch and dinner)?

    If I had one of those fancy PJ’s, I’d zip around the world for a three part tour. Breakfast I’d be back in Shanghai for soup dumplings with my younger brother Danny. We had such a blast shooting there together. For lunch, I’d be somewhere in the Sri Lankan tea fields stuffing my face with string hoppers and coconut-laden sambol alongside the locals. For dinner, I’d end up at Etxebarri in Basque Country with my girlfriends, looking out at the bucolic landscape while enjoying one of their perfectly prepared wood-fired steaks and a great glass of rioja.

Five Things We Learned at the First Potluck Conference

At Soda Pop PR we think it’s important to mix it up and get out of the office to attend industry workshops and conferences. Last week we headed to DTLA for the first Potluck Hospitality Conference, to learn more about the business of social occasions and mingle with some inspiring local and visiting creatives. In the spirit of the conference’s “Bring Something to the Table” mentality, we’d like to share a few learnings.

capture

1. You Get Back What you Put in: Our day kicked off with a pep talk from the infectious entrepreneur Ellen Bennett of Hedley & Bennett who got everyone on their feet with an early morning dance party before sharing her story. Ellen is the poster child for making things happen and “climbing through a window when you can’t find a door” and we always love hearing her talk about having fun in the process of working hard.

2. Do Your Homework: In a session on “Creating Brands That Connect” Lila Theodoros of Oh Babushka discussed the importance of coming to play. For example if you’re meeting with a graphic designer, come prepared with a mood board, key words, color palate, etc. to help them get to know you and your brand before starting a project.

3. Create Connections: We are such big fans of The Modern Proper, a blog dedicated to restoring the lost art of hospitality and loved having the opportunity to meet founders Natalie Mortimer and Holly Erickson. Hospitality doesn’t just describe our clients at SPPR, it describes the way we do business and like Natalie and Holly we believe in the power of creating a community. It was great to hear them talk about how vitally important it is to take time to build and maintain relationships both personally and professional. In a day when the human attention span has decreased to 8 seconds, hosting a successful event and seeing return on investment for experiential marketing is all about creating personal connections.

4. Encourage Engagement: For many brands, experiential marketing now works harder than traditional advertising strategies. We loved hearing what Lauren Sims had to say about her agency’s experience creating “photo moment” heavy activations and what really works when it comes to engagement. She has three main strategies for securing social posts from attendees: offering tools to further their own personal brand through aspirational content, product giveaways in exchange for shares and highly personalized products featuring the attendees name or photo.

5. Do Something New: Martha Stewart Weddings editor Shira Savada is tired of mason jars and bird cages and we don’t blame her! Whether you’re talking about weddings, social media or client events we can all agree that once you’ve noticed a lot of people are doing something, it’s time to move on. Trends happen because someone tapped into their own creativity to offer something personal and we can all use a little more of that!

We’re Hiring: Spring Intern (Paid)

The SPPR team is growing and we’re looking for a rock star intern to join the team this Spring. Candidates must be hard-working, creative and quick-learning college students/recent grads with a passion for the food & beverage industry. If that sounds like you, read on.

Responsibilities include:

  • Assisting with general daily office and administrative duties
  • Creating media lists and event/campaign recaps
  • Researching, writing, editing and distributing press materials
  • Working as part of an account team to implement media plans
  • Tracking print, online, broadcast and social media for ideas and coverage
  • Preparing client bios, fact sheets, press clips and images
  • Drafting social media content and managing a content calendar

What we are looking for…

  • Organized, self-starter, takes initiative, is resourceful and likes a challenge
  • Strong interest in public relations
  • Excellent written, verbal and interpersonal communication skills
  • PC proficient, particularly in the Microsoft Suite, including Word, Excel,  PPT and Outlook
  • Internet research and social media savvy
  • Ability to multi-task
  • Experience in handling routine office tasks
  • Excellent people skills, attention to detail and amazing follow through
  • Preferably some experience working in the culinary, wine or travel industries
  • Someone who wants to learn a lot, have fun and grow with us!

Please send résumé, cover letter, 2-3 writing samples & a brief overview of why you want to join the SPPR team to sayhi@sodapop-pr.com.

This is a full-time (35-40 hours per week) paid internship. Candidate must be based in Los Angeles.

SPPR New Year’s Goals: 2017, Let’s Do This

Everyone loves a clean slate and at SPPR we’re filling ours with a to-do list of fun projects and foodie goals for the New Year. Read on as the team breaks down our plans to eat, read and travel our way through 2017.

capture

(Photo c/o Oh Happy Day)

Dyan:
To Go: Sun Valley, Idaho. My husband and I have been talking about exploring a new winter destination for our annual ski/snowboarding trip for years. Aside from the picturesque setting, abundance of runs for beginners and an outdoor ice skating rink, it also has a rich history (Hemingway was a fan, he completed For Whom the Bell Tolls while staying at Sun Valley Lodge!)
To Eat: My dream would be to plan monthly trips to different cities with the sole purpose of trying the best culinary classics and hot spots in each location.  Realistically? I’d like to hit up the Roberta’s Pizza Pop-Up before closes. I’m also looking forward to my friend Steve Samson’s new restaurant Rossoblu which is scheduled to open soon!
To Read:  Tools of Titans by Tim Ferriss. I’m a fan of his podcast and this book summarizes the best tools, tactics and learnings from his most notable guests. It’s over 700 pages and meant to be digested in small, manageable doses. It’s safe to say, I’ll be reading throughout the year.
To Do: I purchased a journal over the holidays with the goal of setting aside time to jot down my non-work thoughts and creative ideas. I have dozens of notebooks but they all contain work plans, meeting notes, to-dos, etc. Creative writing was a passion of mine in college (I’d die if you found any of my old journals, so “My So-Called Life”) and I’m eager to pick it back up.

Kelly:
To Go: Sedona! Since my husband recently got his pilot’s license, we plan to do a weekend getaway to this beautiful place neither of us has been to before.
To Eat: Erven in Santa Monica
To Read: I was gifted Big Little Lies, so I hope to read it before the TV series comes out
To Do: My goal is to shop my local Sunday farmer’s market more often in 2017. Shopping local is so important and in California we have an abundance of delicious, fresh food, I need to take advantage of it!

Becky:
To Go: Back to Italy; Our new client Lucini Italia has me missing the land of pasta and olive oil.
To Eat: Belcampo; I met the founder Anya Fernald at an event last year and have vowed to treat myself to an organic, highest-quality-you-can-get steak (or at least a Belcampo Burger) at some point soon.
To Read: I bought J.K. Rowling’s The Casual Vacancy a few months ago and haven’t gotten around to reading it yet. I have so much love for J.K. that I’m feeling guilty for putting it off.
To Do: Refresh my living space. I’ve had the same couch since my husband and I were dating and the same dining room table my parents passed down to me after college. It’s time to make some big girl furniture purchases.

Colleen:
To Go: I am hoping to make it back to Paris this year and spend my days writing in coffee shops and haunting Shakespeare and Company.
To Eat: I know I lose all of my LA foodie cred for this, but I still haven’t been to Gjelina! Definitely need to remedy that in 2017.
To Read: One of my all-time favorite authors Joan Didion has a new book coming out (in 61 days, not that I’m counting) so that is at the top of my list. Also, Infinite Jest. I swear this is the year that I finally finish David Foster Wallace’s epic and exhaustingly long masterpiece.
To Do: In light of our recent election results, I’m committing to take a more active role in opposing injustice and supporting causes doing good work.

Deidre:
To Go: 2017 is all about the U.S.! I have some fun trips lined up, including: Nashville, Austin, Chicago, San Francisco and NYC to name a few. Fingers crossed for an opportunity to go abroad – I’ll even be happy with Mexico if I can make it happen.
To Eat: There are so many in LA I am eager to go to! Especially wanting to hit up the celebrity hot spots, like NOBU Malibu, SUR and AOC.
To Read: The Girl on the Train and Luckiest Girl Alive
To Do: I really hope to attend another Ellen taping! If not, attend a late night taping like Jimmy Kimmel, learn to meal prep/ spend less money on food and get outside more!

Camryn:
To Go: New York! I’d love to visit my younger brother who’s out there for school.
To Eat: I’ve really been wanting to try Maré on Melrose. You have to use a secret entrance!
To Read: A Gentleman in Moscow, a gift I received through our SPPR holiday book exchange.
To Do: Go to a cooking class!