Background and Brief
Sandra Parker couldn’t imagine a weekend, bank holiday, meal out, night out, a holiday, or even unwinding after a difficult day at work without alcohol. Having originally trained as a chartered accountant and working over the years for the likes of Deutsche Bank, Credit Suisse and Morgan Stanley, she quit her 25-year corporate career, which had culminated in her working for oil giant BP, and created Just the Tonic after undergoing her own personal journey in search of sobriety that spanned decades. Her clientele are mainly professional women who are married with children and successful careers, but are alcohol dependent contrary to all outward appearances, with some women downing as many as 14 bottles of wine per week despite holding down demanding roles at work and living seemingly fully-functioning lives as wives and mothers where their secret addiction often goes undetected. Sandra founded London-based online coaching company Just the Tonic in 2019 to help high-achieving professionals in midlife gain freedom from alcohol to live a healthier and more fulfilling existence.
Having worked with other PR agencies that didn’t quite hit the mark, PR Superstar was hired by Sandra to raise awareness of her growing business among her key target audiences – middle-aged women in their late 30s, 40s and 50s in good jobs, often working in a finance, legal or corporate setting in the City.
