Sparkling Ice @SXSW

Sparkling Ice wanted to reintroduce purchasers to the new recipe of Sparkling Ice in 2019. They recently changed the recipe to make it with zero sugar, zero calories, antioxidants and vitamins. The goal was to attract the attention of consumers who gravitate towards better-for-you brands. As well as the full line of natural-sourced flavors, SXSW 2019 was the first time the brand would be sampling its new line extension featuring three new tropical-inspired flavors including Fruit Punch, Guava and Mandarin. The new recipe also extended to the Sparkling Ice bottle design and branding. Sparkling Ice now had a new “crisp” look, emphasizing the “Sparkling” portion of the name through bubble graphics on the bottle. This was something we needed to emphasize, as well, in the activation.