TalkingRain is proud to announce the launch of a new multi-million dollar advertising campaign and website redesign for Sparkling ICE, the fastest growing non-alcoholic beverage brand in the United States.
“In less than two years, Sparkling ICE grew from a $10 million to a $200 million beverage brand, due largely to organic growth brought on by consumer demand for a great tasting, zero calorie beverage,” said Kevin Klock, CEO of TalkingRain Beverage Co. “With the launch of this aggressive, far-reaching campaign, Sparkling ICE will harness the momentum of this growth to reach a wider audience than ever before on our way to becoming the next billion dollar brand.”
Sparkling ICE’s first venture into television advertising is a 30-second spot set to debut today. The animated ad highlights Sparkling ICE’s array of flavors, showcasing its tagline: “Bold Flavor. Zero Calories. Perfectly Possible.” The commercial, dubbed “Dive In,” depicts the playful personality of the brand by showcasing the iconic ICE cube logo dancing wildly inside a bottle of Sparkling ICE, reflecting the idea of taste buds reacting to the bold, refreshing flavors. The spot can be seen on major network, top cable and high-visibility syndication, including ABC’s Good Morning America, NBC’s TODAY Show, E!, Style, Bravo and more.
The television spots are supported with out-of-home running from May through Aug. in 16 major markets in the U.S., including New York City, Los Angeles, Chicago, Boston, Washington D.C., Seattle and more. More than 400 billboards and spectaculars with creative highlighting “The Bold Side of Water,” The Adventurous Side of Water” and the “Vibrant Side of Water” will be placed in high-trafficked areas such as New York City’s Times Square, SoHo and commuter railways, as well as along busy Los Angeles freeways and major thoroughfares including Hollywood, Wilshire and Beverly Boulevards.
In addition to the new advertising campaign, a refreshed website has been created for Sparkling ICE products, featuring updated graphics, a new product finder, enhanced social media connectivity and more.
Campaign strategy and creative was handled by Javelin Marketing Group, Seattle, WA. Television was produced by Brand New School, Santa Monica, CA. Media duties were handled by Touchpoint Integrated Communications, Darien, CT.