The Blog
The hard part of any national launch is the tension between growth and simplicity. As the stakes get higher, the message needs to get simpler. As a small company, it’s easy to manage the ‘message.’ And often times, good leadership and internal communication will lead to a focused and motivated core team. In small companies, you’ll also hear people say, “We just get it.” But as the brand grows, it becomes more and more important to have a simple, differentiating message. A simple story that can survive on it’s own without a lot of explanation.
It’s key to realize people have a very finite ability to retain rational facts. But fortunately, we as humans seem to have an unlimited ability to remember emotional triggers. And why it’s so important you find the Simple Human Truth about your story and your brand.
I had the incredible opportunity this year to lead the national launch for Sparkling Ice. It’s a great example of the power of focusing on the Simple Human Truth and how to create a compelling story that’s about the experience from an emotional point of view.
The Simple Human Truth about Sparkling Ice?
People drink it because it tastes great, has bold flavors and zero calories. But taste is a very difficult thing to communicate without actually tasting. It’s why in the Sparkling Ice campaign, color became the emotional trigger for bold taste.
The campaign has helped fuel Sparkling Ice’s growth as the fastest growing non-alcoholic beverage in the country despite a growing roster of knock offs and competitors. Sparkling Ice recently passed Vitamin Water in sales in big box retailers.
The message was bold in it’s simplicity. Bold Flavors. Zero Calories. Perfectly possible. The campaign made use of color not only to communicate the multiple flavors, but the taste, optimism and refreshment that has made Sparkling Ice so successful. And it’s also a perfectly possible example of the power of understanding and executing the Simple Human Truth about a brand.
To learn more about one of the fastest growing brands in the country, you can go to www.sparklingice.com
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