The ‘Schitt’s Creek’ star returns after first being introduced as a brand character in 2024

By Sabrina Sanchez

Published on Jan 14, 2025

Emmy Award-winning actress Annie Murphy returns as Sparkling Ice’s effervescent “chief flavor officer” in new ads for the flavored sparkling water line and its new caffeinated drinks.

Murphy stars as a Willy Wonka-like figure running the whimsical Sparkling Ice factory in the newest iteration of the brand’s “Anything but Subtle” campaign. The “Schitt’s Creek” star returns after being introduced as a brand character in 2024 for her larger-than-life personality and enthusiasm for flavor.

In a new spot titled “Breakroom” (above), Murphy expands her quest for new and bold flavors through a series of adventures. A second spot, titled “Yes You Cans” (below), highlights the making of Sparkling Ice Caffeine, as Murphy energetically and comically touts how the drink perks her up.

Agency Red Tettemer O’Connell + Partners created the ads.

The new work comes as Sparkling Ice seeks to double down investment on reaching Zillennials, the generation on the cusp of Gen Z and millennials, who tend to avoid soda.

“We’re focused on listening and understanding our consumers so we can create meaningful cultural connections,” said Rich DePencier, chief growth officer at Talking Rain Beverage Company. “Last year we sent Sparkling Ice ‘to the moon’ in Meghan Trainor’s music video, recreated the taste of Starburst original fruit chew candy in our signature zero-sugar beverage and became the official ‘sparkling refreshment’ of the Seattle Sounders FC. This year, there’s even more to explore in the Flavor Lab.”

The brand expects to release new flavors later in the year, teased in the spots. The commercials will run on online video, connected TV, paid display and in social media posts.