King's Hawaiian was entering a brand new snack category with the launch of Pretzel Bites. The product needed to earn consumer awareness and retail velocity before it ever hit shelves, in a competitive snack market where new products live and die by trial.

The holiday season floods grocery shelves with competition and promotional noise. Sparkling Ice needed a way to capture shopper attention and drive measurable sales lift in key regional grocery chains without getting lost in the seasonal clutter.