SEATTLE — 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 on June 20th. The animated ad highlights Sparkling ICE’s vibrant array of flavors, showcasing its tagline: “Bold Flavor. Zero Calories. Perfectly Possible™.” The commercial, dubbed “Dive In,” expertly 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 August in 16 major markets in the U.S., including New York City, Los Angeles, Chicago, Boston, Washington D.C., Seattle and more. Over 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 and bold new website has been created for Sparkling ICE products, featuring updated graphics, a new product finder, enhanced social media connectivity and more.
In the months leading up to Sparkling ICE’s national advertising campaign and website re-launch, the brand was ranked as one of the top ten most successful food and beverage consumer-packaged-goods (CPG) brands in both the 2011 and 2012 IRI New Product Pacesetters report, an industry-recognized benchmark analysis of exceptional CPG sales success for newly launched products. Additionally, TalkingRain, the maker of Sparkling ICE, was identified as the top performer among small companies ($100 million to $1 billion in retail sales) in a study of the U.S. CPG industry from The Boston Consulting Group BCG and IRI. Within the past year, the brand was also honored with the 2012 InterBev Award for the “Best Sparkling Beverage” and claimed the BevNET Best of 2012 Award for “Best Enhanced Water”.
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.
About Sparkling ICE Beverages
Sparkling ICE has made a great tasting, refreshing, zero calorie beverage Perfectly Possible™. Combining naturally flavored sparkling mountain spring water, vitamins and antioxidants and natural fruit juices, Sparkling ICE offers a bold, lightly-carbonated beverage that appeals to all age groups. Available in thirteen refreshing flavors: Coconut Pineapple, Lemon Lime, Kiwi Strawberry, Classic Lemonade, Lemonade with Tea, Raspberry Lemonade, Strawberry Lemonade, Orange Mango, Pomegranate Blueberry, Pink Grapefruit, Black Raspberry, Crisp Apple and Peach Nectarine, Sparkling ICE beverages can be found in retailers nationwide. Sparkling ICE is part of the TalkingRain family of beverages, and retails for $1.19-$1.29.
About Talking Rain
The TalkingRain family of beverages includes thirst-quenching product lines: Twist, Sparkling ICE, AirWater, TalkingRain Fusions™, TalkingRain Mountain Spring Water and TalkingRain Sparkling Water, all of which are created to refresh the body and renew the mind. For 25 years TalkingRain has stayed true to its vision and its commitment to community by continually creating great tasting, refreshing beverages.