Sparkling Ice: Flavor for All
Making a good thing better by celebrating the diversity of our customers.
The Challenge:
In 2018 we launched a very successful repositioning campaign for Sparkling Ice that drove awareness of their natural ingredients and drove sales growth 23% YoY. So of course Talking Rain asked us to do it again the following year. This time bringing focus back to their key differentiating benefits of bold flavors with no sugar, along with an exciting new addition to the line-up: Sparkling Ice + Caffeine.
The Strategic Solution:
We drew inspiration from the rainbow of Sparkling Ice flavors, capturing the zeitgeist of inclusion, while bringing the bubbly energy and wide selection of the product into the spotlight. Paired with a clever and extendable headline construction, we were able to target multiple key customer segments, including soda drinkers, the sugar conscious, families, students and gamers, existing loyalists, and more.
