Liquid I.V. helps consumers beat the summer heat with multichannel campaign

Dive Brief:

Unilever-owned Liquid I.V. has launched an integrated campaign, “Indulge in Hydration,” meant to evoke the feelings of summer, per information shared with Marketing Dive. The campaign was created and produced with Los Angeles-based creative studio SixTwentySix.
The campaign introduces two new Liquid I.V. flavors, Sugar-Free Rainbow Sherbet and Popsicle Firecracker, which are featured in 15- and 30-second spots that leverage slow-motion footage to showcase how the hydration brand can help combat the summer heat.
The effort also includes a Netflix ad test. Additionally, the marketer has a content tie-in with Hulu around nostalgia. Augmented reality (AR) activations, giveaways and a Spotify takeover round out the effort and build on the Liquid I.V.’s efforts to reach a wider audience.

Dive Insight:

Liquid I.V. is continuing its efforts to stand out in the crowded hydration market with its new campaign, an effort that comes just months after the marketer underwent its first-ever brand refresh. The Unilever-owned marketer’s latest move could help it grow momentum in a category that is also showing signs of promise, with the water enhancer market forecast to reach $4 billion by 2032.

Key to the “Indulge in Hydration” campaign is video spots that leverage slow-motion footage to emphasize the drowsy feelings associated with summer heat. Creative showcases young adults perspiring and contending with intense heat when a Liquid I.V. truck pulls up to pass out the product and make things easier. The spot is meant to evoke carefree summer days spent outdoors with friends, said SixTwentySix director Iris Kim in release details.

The campaign also serves to introduce two new flavors for the powdered additive, Hydration Multiplier Sugar-Free Rainbow Sherbet and Popsicle Firecracker. The former is a blend of raspberry, orange and lime zest flavors, while the latter is a mix of lemon-lime, tart cherry and raspberry flavors.

The campaign will additionally include in-stadium AR activations with the Los Angeles Angels and minor league teams within the Infillion network, as well as giveaways in which fans can win a year’s supply of Liquid I.V. Additionally, Liquid I.V. will host a Spotify mobile homepage takeover coinciding with the launch of pop star Sabrina Carpenter’s album release on Aug. 23.

Rounding out the effort will be placements on Meta, YouTube, Snapchat and Live Nation properties, which included a presence at this year’s Lollapalooza Festival that was held from Aug. 1-4 in Chicago.

Prior to its latest campaign with Liquid I.V., SixTwentySix worked with the brand for its “Fuel Your Play” campaign in 2022. The effort notably helped elevate the brand’s awareness among Gen Z and millennial consumers by over 30% and increased brand awareness nationally by over 40%, according to press details.

Increased competition in the hydration market has led several companies to rebrand to more actively target younger consumers. In April, Kraft Heinz, rebranded its liquid concentrate product, Mio, to focus on wellness benefits. PepsiCo, meanwhile, has evolved its offerings, launching an infused water under its Gatorade brand while highlighting its Propel fitness water.

Correction: A previous version of this article misrepresented Liquid I.V.'s media partnerships with Netflix and Hulu for this campaign. The story has been updated to accurately reflect these details.