SPARKLING ICE

Very specific to the brand, consumers thought the product name was “Ice” instead of “Sparkling Ice.” In a sea of heavy competition, this didn’t contribute to strong
differentiation, awareness, or impact. The brand needed to seed “Sparkling Ice” in people’s minds.

Similarly, without the understanding of “sparkling,” the brand lost communication of their bubbly, effervescent personality. Recent innovations and consumer trends have produced new product lines, even more
extensive than those available with competitors, but the brand was still seen as one thing, missing new and changing consumer targets, and losing out to competition.

The lively, fizzy sonic Sonic logo is designed to lock the words “Sparkling” and “Ice” together by using one note for both words.

The Sonic DNA is a short piece of music that‘s built around the logo’s musical theme and captures the joyful qualities of the brand :

• Bright and cheery female vocal lead
• Breezy acoustic guitar
• Rhythms reminiscent of steel drums and a sunny, tropical mood
• Natural percussive hand snaps and claps that add a human touch
• Sounds of carbonated fizzing as the music fades out

Sparkling Ice now has a coherent and powerful sonic system, with music that is consistent with the brand’s values.

The Library of Music Beds stems from the Sparkling Ice core Sonic DNA and embodies a range of musical genres and moods–Hip-Hop, Reggaeton or Country–that can be paired with a variety of content.