• by Fern Siegel , January 10, 2024

For its debut campaign of 2024, Sparkling Ice opens 2024 with a splash.

Its new push — "Anything But Subtle" — posits Annie Murphy ("Schitt's Creek") as the brand’s chief flavor officer.

The creative, by Red Tettemer O'Connell + Partners, has Murphy dressed in a bright pink suit to welcome viewers. The scene quickly shifts to a command center, as Murphy, garbed in a green suit with a strawberry-print scarf, checks in on various flavors that comprise the zero-sugar beverage.

"I'm so excited to partner with Sparkling Ice. Fun, bold and full of flavor — wish that was my yearbook quote in high school,” said Murphy.

Two spots will be featured on CTV platforms such as Hulu, Peacock, Amazon, and Spotify, in addition to display, audio, ecommerce and social media platforms. Jordan Canning of Steam Films directed the ads.

With its focus on emerging marketing channels, Sparkling Ice hopes to attract new customers by underscoring what makes the brand so appealing.

Ken Sylvia, CEO at Talking Rain Beverage Company, said: “This is the largest marketing investment we’ve ever made, and with it, we are attracting world-class talent, planning energizing new product launches and flavorful brand partnerships. This will be the most significant year in our company's history as we proactively and aggressively look to expand our position as the No. 1 sparkling water brand in the U.S."

In May 2023, Sparkling Ice was ranked as the leading bottled sparkling water brand in the United States, with an estimated $841 million worth of sales, according to Statista.

RTO+P's client roster includes Black Box Wines, Dietz & Watson, Planet Fitness and goPuff.