Third City will handle consumer PR for the company’s range of goods, including flagship product One Water, and will support the business as it seeks to attract mainstream consumers and new retail partners.
Third City will report to head of brand development Ian Spooner. The agency will be responsible for developing One’s social media and content strategy, establishing the brand's challenger behaviour through brand activity and media relations.
One Water was launched in 2005 by entrepreneur Duncan Goose, when it was chosen as the official water for Live 8 and Make Poverty History.
In seven years the company has grown its product range under the One brand, which now includes One Eggs, One Porridge and One Handwash.
All profits are donated to projects in developing countries, with every product sale funding a like-for-like equivalent. For example, One Supersofty toilet tissue funds hygiene and sanitation projects in Africa.
Third City picked up the business following a review handled by Creativebrief, which assisted One with selecting the potential agency line-up.
Spooner said of the appointment: ‘Social media are one of our biggest assets so it’s important for us to work with an agency that has expertise in this area.’
Commenting on the win, Third City founding partner Graz Belli said: ‘With ethical consumerism now part of the mainstream, consumers are seeking dynamic brands with true ethical authenticity. One has this built in, which is what makes it such an exciting brand. Our job is to make sure more people know this.’