LONDON — Craft American-style soft drink brand Soda Folk has retained Don’t Cry Wolf to handle its PR in the UK after a competitive pitch.

The brief spans the full range of consumer PR, from communications strategy and messaging, through to media relations, creative campaigns, and owned content on social media. It is the first time the brand has appointed an agency.

Soda Folk was launched in 2015, when Colorado native Ken Graham moved to London and, missing his native state’s root beer and cream soda decided to create his own, backed by investors; the range is now stocked by food retailers including Sainsbury’s and Marks & Spencer.

The brand – whose strapline is “good soda, good folk, good deeds” – donates a proportion of profits to good causes and features illustrations of ordinary people doing good in their local community on its cans.

Don’t Cry Wolf CEO John Brown told PRovoke Media: “Soda Folk is bringing a little sprinkling of Americana into the UK. We align so well with their philosophy, and we’ll be helping with everything from tone of voice to creating big brand moment campaigns and TikTok.”

UK managing director Simon Waterfall said: “Don’t Cry Wolf delivered everything I hoped they would – smart strategy, bright ideas and a genuine commitment to helping us make the world a better place.”

Soda Folk joins a growing consumer roster at Don’t Cry Wolf, including nut butter producer Meridian Foods. The agency became a B-Corp in 2018.