Sparkling Ice goes natural
Sparkling water brand features naturally sourced colors, flavors
Sparkling Ice, part of Preston, Wash.-based Talking Rain Beverage Co., announced a brand refresh by introducing a new formula featuring naturally sourced colors and flavors, in addition to an updated logo and packaging design.
During the course of two years, Sparkling Ice conducted extensive marketing research and sensory testing with more than 8,000 consumers. This consumer driven project resulted in Sparkling Ice updating its zero-sugar sparkling water to now include colors from natural sources. With this new formulation, Sparkling Ice has successfully transitioned to natural colors while maintaining the vibrant look and long shelf life that Sparkling Ice is known for, it says.
“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, chief executive officer of Talking Rain Beverage Co., in a statement. “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,” Hall added. “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, vice president of marketing at Talking Rain Beverage Co., in a statement. “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, it says. Consumers can 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.
Sparkling Ice’s new formula now is available in retail locations nationwide.