Sparkling Ice, the number one sparkling water beverage brand in the country and a partner of 5W's since early 2012, approached the agency to help the brand break through the clutter of the crowded beverage space to become the preferred water offering refreshment and flavor. After four years of launching several new flavors, line extensions, packaging updates and more, 5W recognized a need for a new and creative approach to launch products to top-tier editors.

Media Placements

Media & publication placement for Sparkling ICE by 5W PR


In preparation for Sparkling Ice's launch of its newest flavor, Grape Raspberry, 5W conceptualized a creative PR program vs. traditional media outreach in order to create a memorable "launch moment" and break the mold of traditional flavor launches and line extensions in the beverage category. As part of the program, 5W surprised editors with a fun and unique breakfast bar experience in their offices, highlighting the new Grape Raspberry flavor through recipes and product offerings, to help the brand and new flavor stand out in the saturated sparkling water category.

For this, 5W partnered with trending hotspot Doughnuttery, to deliver co-branded boxes of doughnuts during the morning hours for editors to enjoy alongside a Sparkling Ice Grape Raspberry Jelly, featuring the new flavor. The idea behind this activation was to delight the editors, while providing editorial inspiration surrounding the new Grape Raspberry flavor, Sparkling Ice jelly recipe and/or "de-constructed jelly doughnuts" concept.

5W also created branded signage and recipe cards for the breakfast bar featuring Sparkling Ice's logo and social media handles to encourage social sharing on-site. The program has helped to increase brand awareness for Sparkling Ice and its new flavor, while educating top-tier editors on the brand and boosting website and social media traffic.


By leveraging Sparkling Ice's Grape Raspberry breakfast bars, 5W introduced the new flavor to a variety of top-tier editors in a creative and memorable way, and got Sparkling Ice product and recipes into the editor's hands for upcoming consideration. In addition, it allowed 5W to create and maintain new relationships with top-tier editors in beats the 5W team otherwise might not have reached, while sharing additional information on the brand as a whole, new and upcoming line extensions, etc. to ensure that Sparkling Ice is on their radar for relevant features in the future.

5W's series of unique breakfast bars surprised and delighted editors at 12 top-tier outlets in New York City during the months of October and November 2016. These outlets included: Refinery29, Cosmopolitan, SELF, Everyday with Rachel Ray, Harper's Bazaar, Redbook, Bustle and more.

Several of these outlets and editors engaged with this activation by posting the breakfast bar experience featuring Sparkling Ice signage on their social media accounts, including editors from MyDomaine, Bustle, Latina Magazine,, ESSENCE and more.

As a result of our Grape Raspberry program, the 5W team was able to spark new and exciting conversations surrounding the brand and its products, while getting the new flavor and its recipe(s) into the hands of these editors with the end goal of boosting editorial coverage and awareness amongst Sparkling Ice's target audience.


"Our partnership with 5W over the past four years and combined focus on SPARKLING ICE has helped Talking Rain become one of the fastest growing beverage companies in the U.S. The talented, passionate, hard-working 5W team has exceeded our expectations."

- Nina Morrison, Vice President,
Talking Rain Beverage Co., Makers of Sparkling ICE