Company Announces the Relaunch of its Portfolio with New Bottle Design and Integrated Campaign
Sparkling Ice®, part of Talking Rain Beverage Company®, announces today a brand refresh by introducing a new formula featuring naturally sourced colors and flavors, in addition to an updated logo and packaging design.
Over the course of two years, Sparkling Ice conducted extensive marketing research and sensory testing with over 8000 consumers. This consumer driven project resulted in Sparkling Ice updating their flavorful, zero sugar sparkling water to now include colors from natural sources. With this new formulation, Sparkling Ice is proud to be one of the first brands to successfully transition to natural colors while maintaining the vibrant look and long shelf life that Sparkling Ice is known for.
“Our commitment to our fans has been evident since we launched 26 years ago, and it continues today as we announce the new changes to Sparkling Ice,” said Chris Hall, CEO of Talking Rain Beverage Co. “The new and improved Sparkling Ice look and formula has been two years in the making to ensure we are exceeding fans’ expectations while maintaining our bold flavor and appearance, without compromising on taste.”
As a result of consumer feedback, Sparkling Ice also developed a more modern and unified look. This new design and updated logo will be featured on each bottle and multipack, offering a stronger visual impactful to the brand block on-shelf.
“At Talking Rain, we are committed to developing brands that consumers embrace, trust, and enjoy,” added Chris Hall. “Our fans told us it was time for a change and we heard them, and we’re proud to offer an updated look while maintaining our brand personality.”
As part of the launch, the brand will be supported in 2019 by an Integrated Campaign that will feature the new benefit of natural colors and flavors using the following hashtags: #SparklingIceLife, #NATRLLY, and #GetFizzy
“This launch speaks to those consumers who love the taste of our products, now with the addition of naturally sourced colors and flavors,” said Sarah Gustat, VP of Marketing at Talking Rain Beverage Co. “We’re confident in our new and improved look and believe both the launch and our corresponding integrated campaign will be yet another milestone for the brand.”
In conjunction with the campaign, Sparkling Ice launched a new “Sparkling IceMaker” voice skill with Google Assistant and Amazon Alexa to provide consumers with Sparkling Ice cocktail and mocktail recipes to make in the comfort of their own home. Consumers can quickly engage with Amazon Alexa or Google Assistant by sharing which Sparkling Ice flavor and spirit they currently have on hand to access a variety of different recipes on behalf of the brand.