An Anything But Subtle Story.
Once upon a time, a delicious sparkling water with great distribution needed to build brand love. The rest is history. Deliciously refreshing history.
The Charge
In the midst of category gorillas and voracious market- grabbing upstarts, build awareness, sales and love for the biggest selling flavored sparkling water in the U.S. that no one’s ever heard of.
The Solve
Create an irresistible and ANYTHING BUT SUBTLE brand world and attitude. Introduce a charming as heck Chief Flavor Officer, collab with Starburst and other like-minded brands, cheekily celebrate the director of the best selling movie of all time at the Oscars and consistently find ways to stay plugged into the white hot Zeitgeist.
Digital Video
Photography
POS
OOH
TheResults
Just 6 months after launching the campaign, Sparkling Ice made significant jumps in volume and HHP and was credited for “driving the category”.
Volume Sales and HHP
Volume soared 15.7% (+12.7% for 12 wks)
HHP at 18% (up 2% vs. YA), surpassing our objective of 17.8
A New Category Leader
5% YTD growth outpacing the Sparkling Water category growth