?This Sparkling Ice Ad Is Entirely Upside Down (on Purpose)

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Source: FoodBev

Talking Rain Beverage Company has unveiled a new ‘multi-faceted’ advertising campaign for Sparkling Ice.

The Be Not Bland campaign will focus on the boldness of Sparkling Ice’s flavoured sparkling water. It is the first campaign from the brand to incorporate nationwide TV advertising, with a series of commercials set to air across the US.

They include a lead spot that was filmed with the cast and set flipped upside down, reinforcing Sparkling Ice’s commitment not to do things the bland way.

In all, the campaign will cost Talking Rain $37 million and will run on broadcast and cable networks including ABC, ESPN and Comedy Central.

For a brand to break out in the beverage category these days, going head to head with competitors like Coca-Cola and Pepsi can be quite a challenge. For Sparkling Ice, a beverage brand without any major marketing campaigns under its belt, the best way to make a statement was to be bold and unexpected.

Kevin Klock, president and CEO of Talking Rain Beverage Company, said: “The Sparkling Ice brand journey has been far from bland. With over 6,000% sales growth since 2010, expansion into international markets, the addition of new line extensions, exciting brand partnerships and more, the time was right to roll out a campaign of this magnitude and attitude.

“Through Be Not Bland, Sparkling Ice will have an opportunity to showcase our brand personality and harness the momentum of this growth to reach a wider audience than ever before.”

Ian Cohen, executive creative director and co-founder of Wexley School for Girls, which despite its name is actually the brand agency used by Sparkling Ice, added: “This campaign takes routine, bland moments and makes them not bland, just like how Sparkling Ice ‘unblands’ plain old water. The advertisements are basically a personification of the brand in an interesting and engaging format.”

The Be Not Bland campaign will kick off today. Commercials will debut in conjunction with national print, online and interactive digital media, along with innovative field and in-store elements such as 3D graphics and scented displays that play into all of the consumer’s sense.

The adverts were made in collaboration with comedy director Baker Smith and production company Harvest Films.