SPARKLING ICE

Be Not Bland

Sparkling Ice is an international water company from Preston, Wa. After reaching meteoric success, but hitting maximum distribution and copy-cat competitors, they were in need of a product-focused rebrand with an ownable brand story to tell. They wanted to raise in brand awareness, brand love, and loyalty along with create a rally cry for the company. 

Through focus groups, research, and strategic planning, we created "Be Not Bland". A call to flip the ordinary, mundane on its head and embrace the inner bold and authentic. 

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With "Be Not Bland" I led the partnership with the client and team adding a little color into today’s cynical world through a fully integrated advertising campaign. The integrated campaign was developed in partnership with our media and social management partners and included national broadcast/cable TV spots, radio, print, billboards, OOH displays, digital, e-commerce, social, influencer, in-store, field marketing, and sales materials. In addition to the campaign components, I led development of the brand standards, social media listening, and monthly reporting.

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The campaign resulted in: 

• 9% increase in aided awareness

• 6.3% increase in sales velocity

• 200% increase in Amazon Ecomms ROAS

• 50% increase in earned, unsolicited #SparklingIce hashtag usage

• Adoption of Be Not Bland throughout the organization