Sparkling Ice, crafted by Talking Rain Beverage Company, has announced a new look for its packaging labels, aiming to strengthen its position as the top-selling sparkling water brand in the U.S. The redesigned labels showcase a bolder and more modern Sparkling Ice logo placed prominently above the brand’s signature fruit-filled ice cube. This update seeks to enhance brand recognition, improve shelf visibility, and better connect with consumers.
Rich DePencier, Chief Growth Officer at Talking Rain, emphasized the company’s responsiveness to consumer feedback. He noted that Sparkling Ice fans frequently express their desire to easily find their favorite brand in various retail settings. The redesign was influenced heavily by consumer insights, focusing on making the product stand out among numerous ready-to-drink options.
The label refresh aligns with Sparkling Ice’s marketing strategy, embodied by the campaign slogan “Anything But Subtle.” Launched earlier this year, the campaign features Emmy Award-winning actress Annie Murphy as the “Chief Flavor Officer.” The packaging update also follows the successful introduction of the Sparkling Ice Starburst product line in February, which captures the flavors of Starburst original fruit chews in a zero-sugar drink.
Missy Wyatt, Talking Rain’s SVP of Sales National Accounts, pointed out that the visual update is a strategic move to modernize and elevate the packaging, continuing to surpass customer expectations about what the brand can deliver.
The new packaging will highlight:
- A bolder design to increase brand recognition.
- A cleaner layout to ensure readability and visibility on shelves.
- A modernized look to appeal more to target consumers.
The updated labels are set to be rolled out across all Sparkling Ice products by the end of 2024, ensuring a consistent look across the brand’s offerings.