Soda Folk shakes up soft drinks with new growth marketing team

The UK’s fastest-growing soft drink in its category, Soda Folk, has restructured its UK marketing operation as it gears up for further growth. It has appointed former Lola’s marketing lead, Marie-Claire Turbett as head of marketing, a new role, alongside two new specialist agency appointments.

Working into managing director, Simon Waterfall, Turbett will oversee marketing, social media and PR campaigns in the UK. The independent company is expanding fast as retailers and consumers embrace Soda Folk’s shaking up of the predictable, boring world of fizzy pop by making “good sodas” with nostalgic, Americana-inspired flavours. 

Along with Turbett, the company has appointed two new specialist, growth-focused marketing agencies, PR firm ArrowEye Communications, headed up by award-winning founder Scot Devine, and social media agency Socialgram, founded by Jamie Sharp. PR will focus on building a strong trade profile on the one hand, and creating mass awareness and social proof for consumers on the other. Soda Folk’s social media will focus on driving influence and engagement, as well as pioneering the use of fast emerging platforms like TikTok. 

Simon Waterfall, Soda Folk’s managing director, said: “Bringing in a brilliant growth marketer like Marie-Claire, with a background in fast-paced challenger brands, is a game changer. We’re already the fastest growing drink in our sector, and nipping at the heels of the big players, thanks to strong retail presence in the likes of Sainsburys, as well as HORECA listings in trend-setting chains such as Byron Burgers. In a chaotic world, she will help propel us forward and tap into the growing desire for Soda Folk’s feel good flavours that transport people to better times.” 

Turbett said: “I love the brand that Simon and the team have created. It’s truly a feel-good brand, genuinely doing good things in the world by supporting and celebrating those people doing great things for their communities. And of course it makes really good soda. I’m hugely excited to help it get to the next level along with our fantastic new agency partners.” 

Prior to joining Soda Folk, Turbett worked with a clutch of fast-growth challenger brands. She helmed a rebrand of Lola’s Cupcakes, then spearheaded growth at Spoon Cereals. Most recently, she led the performance and affiliate channels of Lenstore’s international territories.