We’re reaching for the stars in more ways than one this year.
To help kick off our newest, largest and most exciting marketing campaign yet, Anything But Subtle, we’ve hired Annie Murphy to play the role of our Chief Flavor Officer. The Emmy Award-winning actress, best known for her starring role as over-the-top celebutante Alexis Rose in the acclaimed sitcom, Schitt’s Creek, is now the official “executive” behind the full-flavored taste of Sparkling Ice, the number one bestselling sparkling water beverage. Murphy’s character highlights how we manage to infuse intense flavors into a zero-sugar drink.
Developed in collaboration with advertising agency powerhouse Red Tettemer O’Connell + Partners, the Anything But Subtle campaign focuses on new marketing vehicles and platforms that will reflect our consumers changing tastes and meet them where they are with bold, new flavors at every turn. We want to spotlight everything loyal fans love about Sparkling Ice: from the array of full flavor choice to our zero-sugar guarantee.
The real executive behind the Anything But Subtle campaign is our newest addition to the leadership team, Rich DePencier, Talking Rain’s first-ever Chief Growth Officer. DePencier joins our team of Rain Makers with extensive experience in consumer packed goods and ready-to-drink products at Fortune 100 companies. His role reflects our ongoing commitment to implement great talent for growth. Last fall, we promoted Oscar Mayorquín to Chief Operating Officer, and Tiffany Boyd to Vice President of Omnichannel Marketing for Sparkling Ice.
“This marketing investment, coupled with several other transformative company-wide initiatives, will set the stage for Sparkling Ice to become a world-class brand,” said DePencier. “Now the delicious taste our loyal fans love about Sparkling Ice will be available to a wider audience of flavor lovers, as we expand opportunities with our retailers and distributors. This is an exciting time to be in the Sparkling Ice business!”
Within the beverage industry, our family-owned company is already known for being fast, nimble, and reliable. With a new enterprise resource planning solution being rolled out in 2024, we’re laying the groundwork to meet future customer and consumer demand quickly, seamlessly and as always, with lots of fun.
“Sparkling Ice is ‘Anything But Subtle’ – and so is our strategy for 2024 and beyond,” said Ken Sylvia, Chief Executive Officer at Talking Rain Beverage Company. “This is the largest marketing investment we’ve ever made, and with it, we are attracting world-class talent, planning energizing new product launches and flavorful brand partnerships. This will be the most significant year in our company’s history as we proactively and aggressively look to expand our position as the number one sparkling water brand in the U.S. Combined with our overall investment in operational excellence, we are in a very strong market position heading into the new year.”
You can watch Chief Flavor Officer Annie Murphy at work in the “Anything But Subtle” campaign creative on YouTube and Instagram.