Welcome to the Ampersand Blog

The peeps at Kel & Partners have a lot to say. After all we are public relations and social media zealots who thrive on sharing interesting news and great stories with the public. The Ampersand Blog is really the voice of our Peeps – the kick-ass team of people that work at K&P. Whether it’s a story about the way PR works NOW, the social media universe, our families, beloved pets or quirky travel experiences, you’ll find it all right here. You may laugh, you may cry, but the best part is you’ll leave feeling “wicked smaht” as we like to say here in Boston.

  • Jennifer Brogan Facebook

    Jennifer Brogan | Friday, November 22, 2013 10 Comments

    A Cool, Crowdfunded Disruptor

    As an agency that represents low-to-no awareness, consumer-facing brands, the Kel & Partners PR team works with a number of startups who are taking on CPG industry giants and internet behemoths in order to change the status quo in their respective industries with products that are more affordable for consumers, more convenient for us, or perhaps healthier for us. They’re attempting to shake up old school industries that are ripe for change. They are “Davids” going up against “Goliaths” – the latter obviously with much deeper pockets.

    The Soma Filter System

    The Soma Filter System

    As a result, in my personal/non-work life, I like to support these types of brands – casting a vote for change with my dollar. One company that I spotted recently is a startup by the name of Soma. They’re taking BRITA head-on with a water filter pitcher with a sleek glass design and a convenient subscription model that delivers filters to your door every 60 days.

    Keeping the planet in mind, Soma filters are made from Malaysian coconut shells and are 100% compostable. And, they’ve effectively eliminated all the things that drive me crazy about BRITA – those little black carbon particles, the cheap plastic design with a detachable lid that often results in epic spills – and remembering to schlep to the drugstore to buy filters on time.

    The coolest part? Soma did it with a crowdfunding campaign on Kickstarter – raising over $100,000 in just 10 days. Public backers enabled the founders to bring this idea to market, pledging from just $5 to over $5,000. Pretty amazing that we live in a world where someone with a smart idea for change can go head-to-head with a 40+year-old global company (BRITA) with a revenue approaching half a billion dollars. We’re no longer subject to stagnancy with the products we consume. For just 5 bucks, we can actually be agents for change and can help plant the seed to create better-for-us products with potential to transform industries.

    In fact, TIME’s “25 Best Inventions of the Year 2013” published just last week featured three inventions that were crowdfunded on Kickstarter – including a pen that actually writes in 3D. The company was hoping for $30,000 on the platform. They’ve raised over $2 million. Pretty incredible.

    Have you spotted any cool, crowdfunded disruptors in your shopping travels lately?

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