Sparkling Ice Brand Platform
Cracking a brand strategy and creative vision worthy of America’s #1 selling flavored sparkling water.
Pitch-winning strategy for Sparkling Ice, establishing their reason to exist as “Unlocking the World’s Flavor” and their brand essence as “Anything But Subtle.”
The strategy embraced the brand’s core equity of “full flavor refreshment” but gave Sparkling Ice a deeper and more participatory role to play in culture – while inspiring unforgettable, brand-building creativity.
Anything But Subtle has become Sparkling Ice’s creative north star, guiding comms, brand personality, partnerships, collaborations, activations and overall approach to flavor + innovation.
Launched in Q1 of 2024, top-of-mind awareness has more than doubled, sales have grown 10+%, and our “Anything But Subtle” brand collaboration with Starburst exceeded the entire yearly sales forecast in the first quarter alone.
Unlocking More Flavor at the Oscars.
We used Greta Gerwig’s Oscar snub as an opportunity to bring more flavor the Oscar’s broadcast, and issue an “Anything But Subtle” hot take – raising a Sparkling Ice to all the “Greta” (auto-corrected to “Great”) directors out there.
“Fruity Meets Fizzy” Collab with Starburst
“Unlocking more flavor” in Anything But Subtle ways, connecting Sparkling Ice with a Gen-Z audience nostalgic for the candy flavors of their childhood.
The collaboration has been such a smashing success that it single-handedly increased consumption of the entire flavored sparkling water category by 20% in Q1 2024.
