The Beverage Industry’s Biggest Mover: Sparkling ICE
Unique Sampling Program Builds Nationwide Awareness
When Sparkling ICE was ready to break through an overly-saturated beverage arena, they chose TEAM as the agency partner to make it happen. In the summer of 2013, TEAM rolled out an extensive sampling program to build nationwide awareness for Sparkling ICE, a flavored sparkling water. Our eye-catching sampling oasis featured a giant “ice cube” inflatable structure, a “refreshing” air-conditioned environment, and a “bubbly” experience with music and cheer, creating the perfect setting to mirror the product intrinsics. Consumers were engaged by energetic Brand Ambassadors to take a photo inside a Sparkling Ice Cube, called a “Freeze Frame”, followed by a data capture. The ultimate result saw Sparkling ICE surpass Vitamin Water in sales to become the “fastest growing beverage in the US”, heavily influenced by TEAM’s program (the brand’s largest marketing investment in 2013).