Talking Rain Beverage Co., the Preston-based parent of Sparkling Ice, recently debuted its “Anything but Subtle” advertising blitz featuring "Schitt’s Creek" star Annie Murphy.
Developed alongside advertising agency Red Tettemer O’Connell + Partners, the streaming television spots feature Murphy, best known for her portrayal of Alexis Rose in the hit sitcom, clad in colorful, fruit-adorned, and over-the-top outfits while touting the big flavor of the company’s zero-sugar sparkling water brand.
“Sparkling Ice is ‘Anything but Subtle’ — and so is our strategy for 2024 and beyond,” Talking Rain CEO Ken Sylvia said in a statement. “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.”
Sylvia went on to say that the Eastside company is poised to be in “a very strong market position” over the next 12 months.
“This will be the most significant year in our company's history as we proactively and aggressively look to expand our position as the number one sparkling water brand in the United States,” he said.
As part of the campaign, Murphy has been bestowed the honorary, if fictional, title of “chief flavor officer.”
"I'm so excited to partner with Sparkling Ice,” Murphy said of the label and role. “Fun, bold, and full of flavor — wish that was my yearbook quote in high school.”
The celebrity campaign comes as Talking Rain is poised to make some big changes, including several personnel moves. Notably, the company’s first-ever chief growth officer, Rich DePencier. DePencier, a Starbucks alum, said the marketing campaign coupled with other initiatives could see Sparkling Ice “become a world-class brand.”
“Now the delicious taste our loyal fans love about Sparkling Ice will be available to a wider audience of flavor lovers as we expand opportunities with our retailers and distributors,” DePencier said in the release. “This is an exciting time to be in the Sparkling Ice business.”
Along with the ads that are due to run on streamers like Hulu, Peacock, and Amazon Prime, consumers also can catch Murphy’s likeness on in-store displays, e-commerce ads, and social media as the flavorful campaign ramps up.
