Actress Annie Murphy Is Sparkling Ice's Chief Flavour Officer

For its debut campaign of 2024, Sparkling Ice is on a mission to be ‘anything but subtle’. To make their point, the flavoured sparkling water brand enlisted Emmy-Award winning actress Annie Murphy (best known for her starring role as Alexis Rose in the sitcom Schitt’s Creek) to be the brand’s 'Chief Flavour Officer'.

The campaign features two spots that follow the colourfully clad executive as she gushes about the secrets behind the full-flavored taste of Sparkling Ice. Whether she is guiding a tour group through the company’s Flavour Lab or perched at the lab’s command centre, Murphy’s character highlights how the company manages to infuse such intense flavours into the zero-sugar sparkling beverage.

With a focus on emerging marketing channels that align with evolving consumer behaviours, ‘Anything But Subtle’ seeks to entice new customers by illustrating why loyal fans love the brand. The spots will be featured on prominent CTV platforms like Hulu, Peacock, Amazon, and Spotify, in addition to display, audio, ecommerce, and social media platforms.

“With Sparkling Ice’s millions of fans and best-in-category flavour, it was a natural to position it as ‘anything but subtle’”, said Steve Red, president and CCO of Red Tettemer O’Connell + Partners. “And there’s nobody better than the spectacular Annie Murphy to bring what it means to be ‘anything but subtle’ to life.” 

"I'm so excited to partner with Sparkling Ice. Fun, bold and full of flavour - wish that was my yearbook quote in high school,” said Annie Murphy, chief flavour officer in Sparkling Ice’s 'Anything But Subtle' campaign. 

“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 energising new product launches and flavourful 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 US. Combined with our overall investment in operational excellence, we are in a very strong market position heading into the new year.”