Sparkling Ice, part of Talking Rain Beverage Company, has appointing marketing agency Epsilon as its new AOR.
There was a formal review for the integrated AOR assignment. The new remit represents an expansion of a working relationship between the two firms that began in 2014.
The agency will lead creative strategy, media, analytics and shopper solutions in North America per a new three-year contract.
The partnership serves as a reset of sorts for the client that underwent significant challenges last year. In February 2017, Talking Rain and Seattle-based agency Wexley School For Girls introduced what the company called a "long-term platform" titled "Be Not Bland."
This $37 million integrated marketing campaign served as the brand's first real awareness push to celebrate “authenticity and individuality, celebrating the people, places and personalities that fill life with flavor and ‘not bland’ moments,” per a company release.
However, one month after this release, Talking Rain CEO Kevin Klock abruptly stepped down after seven years amid a sexual assault lawsuit.
Now, Epilson will help Talking Rain return to focusing on driving growth in the competitive flavored sparkling water category.
“Epsilon’s understanding of our brand, the beverage industry and their innovative approach to marketing were evident through their previous work. We trust that Epsilon’s integrated data-driven agency offerings will continue to efficiently grow our business,” said Sarah Gustat, vice president of marketing, Talking Rain Beverage Company.