SodaStream has become synonymous for disruptive marketing video campaigns. April Fool’s 2017 was no different, with the agency playing an integral role in the development, logistics and coordination and media distribution of the launch of a new faux brand of condensed sparkling water by Paris Hilton: NanoDrop. We helped develop the initial concept that led to the creation of NanoDrop and secured Paris Hilton to appear in a spoof video that conveyed brand messages. In addition to acting as a liaison to secure Paris for the campaign, the agency coordinated negotiations between talent managers and PR reps, agents and SodaStream—as well as exclusive media interviews with Paris’s team, agency partners and SodaStream corporate HQ in Israel. The PPMG team was also responsible for drafting talking points for Paris’ interviews, creating a global press release announcing the gag, and arranging for global PR coordination. On launch day, the PPMG team conducted outreach to health & wellness, marketing & advertising, food & beverage and corporate business verticals, securing more than 712 million media impressions.