Sparkling Ice, a brand by Talking Rain Beverage Co., Preston, Wash., announced the return of Emmy Award-winning actress Annie Murphy as the brand’s “Chief Flavor Officer.” The new campaign, which launched Jan. 13, places Sparkling Ice Caffeine in the limelight, building on 12 months of momentum with target Zillennials.

Last year, the “Anything But Subtle” brand character inspired Sparkling Ice fans with her celebration of flavor and her larger-than-life personality. The new iteration of the campaign shows Murphy’s character expanding her quest for intense, bold flavors and invites consumers to enjoy “Yes You Cans” of Sparkling Ice Caffeine, which deliver naturally derived caffeine in an aluminum can.

Sparkling Ice Caffeine is a full-flavor sparkling water with just 70 mg of caffeine, zero sugar, vitamins and antioxidants. The brand says it is the perfect “perk me up” for any time of day, filling the void between coffee and energy drinks. Sparkling Ice’s social content also highlights consumers’ tired relationship with traditional soda and supports their resolution to “dump soda” in the New Year.

Across the Sparkling Ice portfolio, investments in creative, media and consumer touchpoints that resonate are sure to set consumers buzzing in 2025, the brand adds.

“We’re focused on listening and understanding our consumers so that we can create meaningful cultural connections,” said Rich DePencier, chief growth officer at Talking Rain, in a statement. “Last year, we sent Sparkling Ice ‘To The Moon’ in Meghan Trainor’s music video, recreated the taste of the STARBURST original fruit chew candy in our signature zero-sugar beverages, and became the official ‘sparkling refreshment’ of the Seattle Sounders FC. This year, there’s even more to explore in the Flavor Lab.”

The brand’s planned moves for this year are bigger and bolder than ever, it says. How does the team and its Chief Flavor Officer maintain their momentum? Annie Murphy says, “It’s just one fruit in front of the other.”

Murphy’s return highlights the company’s commitment to the real experts in its labs who bring the amazing flavors to life, it says. With an actual flavor laboratory in the middle of the company’s main offices, Talking Rain has put its beverage science at the forefront of the brand.

“Rain Makers are the reason we’ve been able to craft such imaginative, delicious and healthy sparkling refreshments year after year, and they’re the key ingredient in Sparkling Ice’s success,” said Ken Sylvia, CEO at Talking Rain, in a statement. “We have some incredible new offerings coming out this year that I can’t wait for our flavor fans to savor. Our greatest satisfaction comes from knowing our products touch the hearts and minds of our consumers.”

DePencier agreed and noted that the brand’s loyal fans love Sparkling Ice because it reliably offers delicious refreshment with a fun personality and good value.

“Consumers reach for us as a ritual, whether it’s a treat at the end of the day or after a personal accomplishment,” he said.