REAL HYDRATING
Goal: Successfully launch Liquid I.V.’s second summer brand campaign, as well as launch our proprietary Sugar-Free Hydration Multiplier onto the market. Continue to grow brand awareness through linear television, as well as a full 360 campaign. Portray Liquid I.V. as the “realest” hydration solution that you can use at any moment. Expand understanding of what powdered hydration is used for on a daily basis.
Approach: The campaign concept focuses on misdirection and the juxtaposition of hydration for athletic performance versus daily life. In the campaign video, the close up facial expressions make the consumer think they’re watching high intensity, performance activities, only to reveal the hero characters are living their daily lives. The natural integration of Liquid I.V. into daily life extends from video to photography and highlights key usage occasions and consumers groups.
The campaign came to life through a national linear commercial, OTT, paid social, e-commerce, retail, social, activations & partnerships. It utilizes bright colors and bold typography to create high-visual impact. The use of water drop overlays ensured hydration was always at the forefront, as well as the use of dynamic fruit elements drove home our unique, fruit-fresh flavors.
Results: Sugar-Free Hydration Multiplier skyrocketed to Liquid I.V.’s #1 selling product and the largest innovation in company history.
