Sparkling ICE Teams with Kevin Durant
Sparkling ICE, part of the Talking Rain Beverage Company portfolio, announced the launch of a new advertising campaign featuring Oklahoma City Thunder superstar and 2014 NBA MVP Kevin Durant. As part of a recently announced partnership initiated by Durant, a long-time fan of the brand, “The Bold and the Best” celebrates Durant’s career, both on and off the court, as part of an advertising campaign for the fastest-growing beverage brand in the U.S.
The new campaign debuts on billboards and digital platforms in conjunction with the start of the 2014-2015 NBA season. Sparkling ICE billboards featuring Durant will be placed in highly-trafficked areas of significance to the athlete, businessman and philanthropist, including his hometown of Seat Pleasant, MD; the city where he played college ball, Austin, TX; and the city where he now plays for the Oklahoma City Thunder. Complementing the billboards, the campaign will be featured on ESPN.com and the Bleacher Report.
“We are excited to debut our new campaign with Kevin Durant, who shares Sparkling ICE’s authentic vision, adventurous nature, and philanthropic spirit,” said Kevin Klock, President and CEO of Talking Rain Beverage Co. “Partnering with such an amazing talent and driven businessman who also gives so much back to his community was an easy decision and natural fit. That combined with the fact that Kevin Durant happens to be a long-time fan of Sparkling ICE will make for a great partnership, and we look forward to all that is ahead.”
Conceptualized and executed by Seattle-based advertising and branding agency jimwalkerseattle, “The Bold and the Best” campaign is the launch of the collaboration between Sparkling ICE and Kevin Durant. “The launch of the Sparkling Ice and Kevin Durant campaign has been a collaborative creative process with both partners and Roc Nation,” said Jim Walker, Founder and Chief Creative Officer of jimwalkerseatte, “It’s a unique opportunity to work with two authentic brands who have a sincere, mutual respect for each other. It’s a partnership that I believe will redefine how brands market to a changing audience and media landscape.
Leading up to Sparkling ICE’s partnership announcement, the company has experienced unprecedented growth. The Sparkling ICE beverage line was recognized in both the 2011 and 2012 IRI New Product Pacesetters reports, an industry-recognized benchmark analysis of exceptional CPG sales success. The brand also received recognition in Nielsen’s “Breakthrough Innovation Awards” and Beverage World’s “Breakout Brand” features for 2013. Talking Rain was named Beverage Forum’s “Company of the Year” for 2013 and was recently recognized by Beverage World as their “2014 Liquid Refreshment Company of the Year.” CEO Kevin Klock was named “Person of the Year” in the BevNet “Best of 2013” Awards, and recently, the brand was honored by Inc. Magazine as part of the Fastest-Growing Private U.S. Companies list for 2014.
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