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From the 15th Annual Shorty Awards

De Soi Launch Event and Seed Funding

Entered in Earned Media


LaRue was tasked with building out a robust affiliate program as well as an earned PR strategy to create buzz around De Soi’s July launch event and seed funding announcement. Our goals were to execute an impactful launch moment among top-tier press and highlight De Soi as a premium, better-for-you selection that is as complex as it is delicious. Driving momentum for consumer press and highlighting De Soi’s founders as experts in the wellness and beverage arena were two crucial avenues for our strategy.

Strategy and Execution

LaRue successfully built out a comprehensive press strategy to secure coverage on De Soi’s $4MM seed fundraising round. Tactics included targeted embargoed outreach to business, lifestyle and food/beverage media, securing an exclusive from a top-tier business outlet to break the news, a wire release timed with the exclusive, and widespread outreach to local, regional, and national press.

Coinciding with the announcement, LaRue PR invited press to an experiential De Soi media + VIP event in Los Angeles at the newly opened exclusive club HEIMAT to celebrate the brand launch. LaRue worked with target contacts to attend/cover the event and widely distributed post-event materials in lifestyle and business media. We conducted interviews on-site between the brand’s co-founders, Katy Perry and Morgan McLachlan, and top media including Forbes, Entrepreneur, Well + Good, and PEOPLE


Under a tight deadline, LaRue was able to generate over 3.5 billion media impressions, including an exclusive feature with Bloomberg and a significant volume of funding news placements in under one week, including Cheddar, Crunchbase, dot.LA, Fortune and more. De Soi’s launch event garnered post-event inclusion, as well as brand and founder features across multiple outlets such as E!, Forbes, LA Weekly, People, and The Hollywood Reporter.


Entrant Company / Organization Name

LaRue, De Soi


Entry Credits