imre adds outdoor apparel brand icebreaker. The announcement marks imre’s expanded role with VF Corporation, owner of another imre client, Dickies. imre will work with icebreaker to define and manage the development of the brand’s overall PR narrative, which will then be used to support future product launches through earned media storytelling, a product seeding program and execution of initiatives that will position icebreaker as a leader in sustainability and supply chain transparency. “Through the RFP process, imre demonstrated a strong understanding of our vision and we’re excited about the expertise they’ll bring in building out our program,” said icebreaker director of North American marketing Rachel Winkel.


Carolyn Izzo Integrated Communications scoops up Jovē Wellness to its roster of food & beverage clients. CIIC will work the launch of the company’s new alkaline water, Jovē, with a campaign including media outreach, consumer activations, events and promotions, influencer partnerships and product sampling. The kick-off will begin with the "Greatest. Summer. Ever!" campaign, which consists of a summer hydration challenge, a 7-day wellness initiative, social media messaging, contests and giveaways. Additionally, the campaign will feature a #DrinkJovē Hydration Truck activation. “It was important for us to partner with an agency that not only had experience in the beverage industry and with new product launches, but was equally passionate about our mission and commitment to elevate the true benefits of water for improved wellbeing,” said Jovē Wellness CEO Tammy Hobbs.


Blaze Public Relations picks up Bluetooth speaker producer Soundboks to its roster of challenger brands. The agency will execute media outreach, targeting opportunities to build buzz and increase awareness of the brand to overland, RV, boating and audiophile channels. Campaign activations throughout 2021 will include brand growth and product launches. “BLAZE really gets us and understands where the Soundboks brand is headed and how to get us there," said Soundboks US brand experience and partnerships lead Marissa Buyck.