Sparkling Ice was getting lost in a sea of sameness in the sparkling water category. La Croix dominated the market outspending the brand 10-to-1.

In a category crowded with fluff and gimmicks, I pitched an idea focused on what mattered most: the product itself. With little more than a clean product shot and a headline, “Naturally” was built around honesty, simplicity and unironic humor.

We won the business, and in 2019 “Naturally” launched largely unchanged across multiple channels — including pioneering Google Assistant and Alexa experiences for the category. That same year, Sparkling Ice overtook La Croix for the #1 spot with a still significantly smaller marketing budget.

Working with Sparkling Ice for five years has only reinforced my belief in taking big swings even when, or better yet, especially when the odds are stacked against you. And great timing helps!