Independent full-service group, Affinity, has secured a media and advisory business relationship with start-up Posca Hydrate, Australia's first sugar-free sparkling hypertonic drink. The drink was co-founded by SAS Australia winner and media personality, Merrick Watts, and Ed Stening, former GM Spirits at Lion.

The pitch process aimed to find a media partner that could effectively promote Posca Hydrate's story. Affinity demonstrated value to the business and marketing plan during and after the pitch process, leading to their appointment as advisory at a Board level.

"Affinity was in a league of their own in our media pitch, outshining some of the hottest media agencies in the country. They brought an unparalleled understanding of our business, our target audience, and innovative strategies to maximise growth both in the short and long term well beyond what we’d expect from a media agency – an incredible achievement given we hadn’t even launched," said Ed Stening, Co-Founder of Posca Hydrate.

Posca Hydrate, launched in November 2024, is a sugar and stimulant-free drink. The start-up sought a partner that could accelerate its growth, and Affinity, with its advisory, brand creation, CX & CRM, data & technology, and media capabilities, fit the bill.

"Since their appointment, they’ve truly gone above and beyond to ensure our success. Working with a team that are a constant source of advice, have the courage as partners to challenge our thinking, and constantly look for ways to drive growth – they’re living their growth accelerator label," added Stening.

Affinity Group CEO, Luke Brown, expressed his excitement about the partnership, highlighting the unique opportunity to work with ambitious founders who are open to innovative approaches.

"This was a business we really wanted to partner with. Opportunities to partner with founders who are ambitious and open to listening and doing things differently don’t come around often. The ingredients are all there: a unique product, genuine partnership and enormous potential," said Brown.

Brown also acknowledged the responsibility that comes with the role, and the team's commitment to ensuring Posca becomes a household name.

"It’s a privilege working directly with Ed and Merrick, to play a pivotal role in accelerating the growth of their business and help turn their vision into reality. We respect the responsibility to grow sales and distribution beyond launch, and the team have already delivered outsized wins to ensure Posca becomes a household name," Brown concluded.