GHOST
GHOST
Powering A Category-Defining Brand
Since 2022, Startr Co. has partnered with GHOST, a category-defining sports nutrition and functional energy drink brand, to support its evolution from fast-growing disruptor to cultural mainstay across fitness, wellness, food, and lifestyle. As a beverage PR agency and PR agency for food brands, Startr Co. built and scaled an always-on media relations strategy that grew alongside the brand, fueling awareness, credibility, and sustained year-over-year momentum.
Now heading into our fifth year of partnership, this work reflects the impact of long-term, strategic PR services executed with consistency and intention.
Scaling Visibility Across Products, Culture, and Business Milestones
Our work focused on driving national visibility while reinforcing what sets GHOST apart: radical transparency, premium formulations, and a deeply engaged community. We supported the brand through countless product launches and category expansions, including its strategic growth into energy drinks and food with Protein Cereal and Protein Bars. Each launch was positioned as part of a cohesive brand narrative rather than a standalone moment.
As GHOST scaled, we also supported major business milestones, including the Keurig Dr Pepper acquisition, translating a complex transaction into accessible, compelling storytelling for consumer, business, and trade media.
Cultural Integration and Experiential Storytelling
In parallel, Startr Co. amplified GHOST’s expanding footprint across culture and experience through our comprehensive media relations strategy. Our work supported long-standing partnerships, such as Insomniac, which evolved into multi-year visibility across music festivals and live events nationwide, as well as sports partnerships, retail collaborations, and on-premise activations.
Rather than isolating these moments, we consistently connected them back to GHOST’s larger brand narrative, positioning the company as one that authentically shows up wherever its community trains, competes, and celebrates.
Creating Brand Founder Visibility and Trust
Founder storytelling has also been a cornerstone of this partnership. We positioned CEO and Co-Founder Dan Lourenco as a credible, approachable voice in entrepreneurship and brand-building, reinforcing trust and transparency as the company scaled. This executive visibility played a key role in humanizing the brand and supporting long-term credibility through ongoing media relations.
The Results: Momentum That Compounds
The results of four years of work speak to the effectiveness of a sustained, strategic approach. Startr Co.‘s media relations efforts delivered:
197 National Media Placements
206 Trade, Regional, and Blog Media Placements
8.4 Billion+ Impressions
Most notably, every single campaign outperformed the last. From the first year of partnership to the most recent full campaign, national media placements increased nearly sixfold, while annual impressions grew by more than 770 percent at peak performance. Year over year, KPIs were consistently exceeded, demonstrating how momentum compounds when PR is treated as a long-term growth driver.
A Long-Term Partnership Built for Scale
This partnership highlights Startr Co.’s expertise in supporting brands across multiple stages of growth.By balancing product storytelling, executive visibility, cultural relevance, and business news, we helped GHOST build a narrative that scaled alongside the brand.
For consumer brands navigating crowded categories such as CPG, wellness, functional beverages, and sports nutrition, GHOST stands as a powerful example of what’s possible with a strategic, creative PR agency partner committed to long-term impact.
Together, Startr Co. and GHOST have built more than media coverage. We have built a narrative designed to grow, adapt, and perform over time.
