Sparkling Ice® Unveils National Integrated Marketing Campaign "Be Not Bland"

"The Sparkling Ice brand journey has been far from bland," said Kevin Klock, President and CEO of Talking Rain Beverage Co. "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."

The $37 million campaign, whose mantra "Drink Not Bland. Be Not Bland," was conceptualized and executed by Seattle-based Wexley School for Girls, the Sparkling Ice Creative Agency of Record. The Be Not Bland television spots will run on broadcast and cable networks including ABC, ESPN, E!, BRAVO and Comedy Central, among others.

"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," said Ian Cohen, Executive Creative Director and Co-Founder at Wexley School for Girls.

To bring Be Not Bland to life, Sparkling Ice and Wexley School for Girls collaborated with comedy director Baker Smith to produce the brand's commercial spots. Shot in Los Angeles by award-winning production company Harvest Films, the campaign will debut three new television spots focused on modern families in recognizable, every-day moments with one big twist.  In fact, the brand's lead spot depicts a family at the dinner table. However, the entire spot was filmed with the cast and set flipped completely upside down – leading to some truly authentic and comedic moments that clearly showcase the idea that "Sparkling Ice isn't bland, so their advertising can't be either."

"We are proud to have partnered with Sparkling Ice and Wexley School for Girls on these amazing, bold concepts," added Bonnie Goldfarb, Executive Producer and Co-Founder of Harvest Films. "Ian and his team have led the group with scripts and creative that are memorable and resonate, and they allowed the process to breathe and keep getting better."

The Sparkling Ice Be Not Bland campaign will kick off on February 15, with an integration on ABC's The Chew that same week.  Commercials will debut in conjunction with national print, online and interactive digital media, along with innovative field and in-store elements (3D graphics, scented displays) that play across all senses.

For more information about Sparkling Ice, visit www.SparklingIce.com.

About Wexley School for Girls
Wexley School for Girls is a Seattle-based marketing and advertising agency, but likes to be known as a "Fan Factory." They help create and sustain loyalty and attention with clients for their consumers both in the real world and on the wide web one. Founders and creative directors Cal McAllister and Ian Cohen established Wexley in 2003 and have since built a roster of national brands through an integrated, idea-first approach in all mediums, both established and emerging. A sample of this creative work is displayed at www.wexley.com.

About Sparkling Ice Beverages
Sparkling Ice beverages combine sparkling water, natural flavors, fruit juice and vitamins to offer great tasting, lightly carbonated beverages. Available in thirteen refreshing flavors: Black Raspberry, Orange Mango, Pink Grapefruit, Kiwi Strawberry, Coconut Pineapple, Pomegranate Blueberry, Peach Nectarine, Lemon Lime, Crisp Apple, Cherry Limeade, Strawberry Watermelon, Black Cherry and new in 2016 Grape Raspberry. Sparkling Ice Lemonades, launched in 2013, are available in two refreshing flavors: Classic Lemonade and Strawberry Lemonade.  Sparkling Ice Teas launched nationally in 2015 and include Peach Tea, Raspberry Tea, Lemon Tea and Half & Half flavors. In 2016, the brand introduced the Sparkling Ice essence of sparkling water collection, which features four natural varieties free of sweeteners, artificial colors or preservatives. The essence of sparkling water collection includes Lemon Lime, Peach, Tangerine and a non-flavored variety. Sparkling Ice is part of the Talking Rain family of beverages, and retails for $1.19-$1.29. To locate Sparkling Ice, visit www.sparklingice.com/locate/.

SOURCE Sparkling Ice

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