W briefed to launch Sparkling Ice to the UK market

W has added US-based “powerbrand” Sparkling Ice to its FMCG portfolio, as the company embarks on a major consumer launch into the £16 billion UK and Ireland soft drinks market.

Sparkling Ice’s parent company, Talking Rain, saw more than $659 million (£494 million) in retail sales of the soft drink brand in 2015 and has ambitious plans for the UK.

W’s wide-ranging brief encompasses consumer and trade comms, influencer seeding and partnerships.

The agency will focus on the product’s “unique attributes”, marketing Sparkling Ice’s low-calorie offering as a new way to stay hydrated.

W’s corporate remit will see Sparkling Ice’s innovations and leadership team profiled through business and trade press.

Kevin Klock, CEO of Talking Rain, said: “We are a forward-thinking brand and we wanted to work with an agency that understood our vision and shared our passion. This is something we found in W, and we couldn’t be happier to be working with them at this exciting time.”

W MD Richard Tompkins added: “The soft drinks sector is among the most dynamic in the UK, and Sparkling Ice is an incredible, pioneering brand with huge potential in this market. It’s fantastic to be working with the company at such a pivotal time and helping to realise its ambitions.”