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Soda Brands was established in September 2003 to distribute and market hair care and beauty products in Australian and global markets. The company has built a strong Australia-wide distribution network using its brand Salon Only in hairdressing salons. |
Three generations of Australia’s leading hairdressers combined to develop the exclusive Salon Only range in the 80s. In the late 90s, the Salon Only Group launched their own range, SO, into 33 salons. They are now available in over 700 salons nationally. Their ranges are simple to use and environmentally friendly.
In December 2006 Soda Brands floated on the Newcastle Stock Exchange. Polkadot PR was hired to combine internal PR (product placements) with an external PR campaign to publicise the float and business stories about Soda Brands. The aim of this campaign was to increase the brand’s credibility in the hair care industry market and the external sophisticated investor market. Due to the success of the initial PR campaign, Polkadot PR was hired to work exclusively on the PR for Salon Only; which includes promoting both the business and extensive product range.
How we joined the dots . . .
Our PR campaign aimed to:
- Expose Salon Only to its target market.
- Promote the success of Salon Only in trade and consumer press.
- Promote the float of Soda Brands on the Australian Stock Exchange to encourage the public to purchase shares.
- Promote the unique operations and marketing strategies behind Soda Brands.
- Promote Soda Brands as a company with an environmental and social conscience.
- Increase the professional profile of Nick Ghattas and other key members of the Soda Brands team.
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Bella Beauty
Jan-March 07
Page 122 |
Instyle
February-March 2007
Page 56 |
Beauty Specialists
November-December 2006
Page 48 |
How we hit the spot . . .
Soda Brands’ target market for their float was the investor market as well as salon owners. Their aim was to sell shares to both markets, especially salon owners that stocked the Salon Only brand and therefore had a vested interest in selling the products.
Polkadot PR successfully gained press for the Soda Brands float, earning over $30,000 worth of equivalent advertising value. Business stories appeared in print in the Australian Financial Review, Beauty Specialists, Bella Beauty Magazine, and the Daily Telegraph, and online at Nine MSN. We also aligned Salon Only with the exclusive NW Oscars 2007 party where celebrity guests included Sami Lukis, Tom Williams, Paulini and Eddie McGuire.
During this campaign approximately 3,300,000 people were reached (based on industry readership figures).
For more information visit www.salononly.com.au
“Polkadot PR’s extensive media contacts and innovative team has contributed to diverse exposure for SO over the past 6 months. Polkadot’ PR’s professional and fresh approach to PR is excellent. A creative, down to earth team determined to succeed,”
Nicholas Ghattas, Managing Director, Salon Only.
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