Sparkling Ice Honors Heroes at Walmart

Patrycja Malinowska
Associate Director - Content, P2PI
Patrycja Malinowska profile picture

Talking Rain Beverage Co.’s Sparkling Ice once again ran a rebate program at Walmart, this time as part of a larger cause effort expanding to grocery workers on the front lines of the COVID-19 crisis. 

The brand dangled a $5 electronic store gift card and also pledged $2 (up to $5,000) to veteran nonprofit Honor Flight Network for every qualifying purchase at participating stores throughout May. Eligible items were any Sparkling Ice 12-pack or $10 worth of individual 17-ounce bottles or the brand's new 16-ounce caffeinated cans purchased in a single transaction. Receipt submission ran on a promotional webpage through June 30. Auburn Hills, MI-based Marketing Strategies Group handled.

In Walmart stores, wobblers affixed to endcaps merchandising eligible 12-packs supported. Some of the SKUs sported limited-edition, patriotic-themed case wraps depicting the Honor Flight Network logo and touting the brand’s national “Cheers to Heroes” campaign.

The national effort has the brand pledging $400,000 to first responders, veterans and other unsung heroes through various initiatives. The efforts include a “Cheers to Heroes” contest that, in light of the pandemic, was expanded “to thank and celebrate not just our military, but also our local community heroes, who continue to work on the front lines to support our country,” the brand said in a media release. Nominations were accepted from April 13 through June 14 in three flights, and public voting will determine a winner from among three finalists to receive $10,000. Voters are automatically entered into a corresponding sweepstakes awarding $50 Visa virtual prepaid cards to 100 winners.

“Over the last few months, our entire country has come together to fight on the front lines and support one another as we face the COVID-19 pandemic,” Talking Rain chief executive officer Chris Hall said in the media release. “As a company, it is our mission to support and give back to those who need it most, especially in these trying times.

Sparkling Ice has previously offered spring and summer rebates at Walmart, and also executed its first fully integrated path-to-purchase initiative at the mass merchant, but this marks the first time the brand is bringing its multiyear partnership with Honor Flight to the retailer. Walmart has separately also donated to the nonprofit in the past.