Company: 5WPR, New York City, NY
Company Description: 5WPR is a full-service PR agency known for cutting-edge programs that engage with businesses, issues, and ideas. Founded in 2003, 5W has been named a top US and NYC PR Agency by leading industry publication O'Dwyer's, as well as awarded Agency of the Year in the 2024 American Business Awards®. The agency brings leading businesses a resourceful, bold, and results-driven approach to communication.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - New Product or Service Launch
 Nomination Title: BERO - Establishing a Leader in the Non-Alcoholic Beverage Industry from Day One
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
We are not submitting a video for this nomination.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
5WPR started working with BERO on July 15, 2024, and the product was launched on October 16th, 2024 with exclusives from Forbes and Fast Company.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 81 words used.
The attached case study provides concrete evidence of the campaign’s success by showcasing the strategic approach and strong media coverage that resulted from the PR launch. It highlights key metrics such as the 17 notable media placements at launch, including top-tier outlets, and the sustained coverage in high-caliber media post-launch. These results demonstrate how the campaign's thoughtful planning, messaging, and media tactics successfully positioned BERO as a leader in the non-alcoholic beverage space, making the case for its innovation and authenticity.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 105 words used.
The campaign was initiated with the goal of capitalizing on the immense opportunity presented by a celebrity-driven brand while ensuring that the authenticity of brand and product pulled through as well. Launching BERO into the rapidly growing non-alcoholic beverage space was a challenge that required a comprehensive strategy that employed a thoughtful mix of earned media, awards, speaking engagements, events, and influencer partnerships. This approach was developed to not only elevate the brand’s visibility and premium quality liquid but also to immediately establish BERO as a trusted and innovative name in the non-alcoholic beverage market, differentiating it from competitors and positioning it for long-term success.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
5WPR spearheaded the PR launch for BERO with a detailed and strategic planning process that began well in advance. The team worked under embargo to strategically leverage existing media relationships, ensuring the launch received maximum exposure at the right time. The planning involved a combination of thought leadership interviews, product seeding, influencer gifting, and other high-impact tactics that generated significant buzz around the product. These efforts were executed in partnership with Tom Holland’s personal PR team at Shelter, who complemented the launch with a series of 1x1 broadcast and print interviews from Tom.
The program placed a strong emphasis on building momentum both at launch and in the weeks that followed. The team focused on creating a groundswell of excitement at the outset, ensuring sustained media coverage to keep BERO top of mind. Goal-setting was clear from the start: BERO needed to be positioned not just as another celebrity-driven brand but as a category innovator that would resonate with consumers beyond the typical celebrity endorsement narrative.
5WPR worked closely with the BERO team to craft messaging that highlighted the brand's authentic founding story and its premium, well-crafted product. This approach ensured that the brand was perceived as an authentic, thoughtful player in the non-alcoholic beverage space, not simply a celebrity name attached to a product. Creative and media development were carefully aligned with these messaging goals, while the scheduling was executed to strategically release content and media placements at key moments, maximizing impact and visibility over time.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 139 words used.
Since its launch, the BERO campaign has focused on securing high-impact media coverage and building brand visibility across key outlets. At launch, the team successfully secured 17 major features, including prominent placements in top-tier outlets such as Fast Company, Forbes, Variety, Vinepair, and more. These initial placements were crucial in establishing brand credibility and generating immediate buzz.
Following the launch, the post-launch phase continued to capitalize on media interest, securing additional features in high-caliber outlets such as Fox Business, PEOPLE, and other reputable media. This ongoing coverage significantly boosted the brand's presence and recognition in both industry-specific and mainstream publications.
The 5WPR team was able to secure over 2.5 billion impressions within one month.
Overall, the campaign has effectively utilized media relations to achieve sustained visibility, further establishing the brand as a recognized leader in the non-alcoholic market.
| Attachments/Videos/Links: |
|---|
|
