Consumer PR campaign: Aqua Optima


Aqua Optima is a challenger water filter brand. Growing fast and with NPD ready to launch, Smoking Gun came on board to deliver a strategic comms programme with clout. 

Our consumer PR campaign objectives were to support key listings with a focus on Amazon, and increase brand awareness among consumers.


Aqua Optima had little online presence beyond its own comms. We needed to increase digital share of voice, enabling potential customers to discover positive news and reviews about the brand, and drive them to product pages on Amazon. 

Armed with audience insights, we targeted busy and health-conscious families, educating them on the quality and value of the products.

As the Covid pandemic hit, we adapted our strategy to capitalise on trends like the shift to home working.


Smoking Gun launched a strategic PR campaign to reach consumers with positive brand messages across a variety of touchpoints.

We introduced Aqua Optima to key journalists, securing the brand’s place within coveted national buying guides. 

We pitched ‘switch & save’ angles, highlighting Aqua Optima’s value proposition Vs the market leader, and capitalised on seasonal offers and trends like working from home. 

Supporting the launch of a new hot-and-cold drinks product, Aurora, we hosted a virtual afternoon tea event, attended by lifestyle writers from The Mirror, The Express, Hearst, Homes & Gardens and Country Life, among others. 

Finally, Smoking Gun invited audience-relevant influencers with highly engaged followings to review the products, placing them at the heart of their everyday family moments (and crucially, directing their followers to Amazon). 


Our consumer PR campaign saw a series of high impact media placements, including MailOnline, The Telegraph, The Sun, The Mirror, Good Housekeeping, Women’s Health and London Evening Standard.

Instagram influencers drove thousands of engagements and generated professional quality content for Aqua Optima to publish on its owned channels too.

Coverage and content included key messages and drove consumers to Amazon, all contributing to the accelerated growth of the brand.

Talk to us today, to help solve your consumer PR comms challenges – 0161 839 1986/ createingenious(at)