- 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 latest Liquid I.V. flavors, Sugar-Free Rainbow Sherbet and Popsicle Firecracker, that are featured in 15- and 30-second spots that leverage slow-motion footage to showcase how the hydration brand can assist combat the summer heat.
- The effort also features a Netflix ad test aligning with Hulu/Disney nostalgia content — a primary for the powdered hydration brand — augmented reality (AR) activations, giveaways and a Spotify takeover, moves that construct on the Liquid I.V.’s efforts to succeed in a wider audience.
Liquid I.V. is continuous its efforts to face out in the crowded hydration market with its latest 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 can also be showing signs of promise, with the water enhancer market forecast to succeed in $4 billion by 2032.
Key to the “Indulge in Hydration” campaign is video spots that leverage slow-motion footage to emphasise the drowsy feelings associated with summer heat. Creative showcases young adults perspiring and contending with intense heat when a Liquid I.V. truck pulls as much as pass out the product and make things easier. The spot is supposed to evoke carefree summer days spent outdoors with friends, said SixTwentySix director Iris Kim in release details.
The campaign also serves to introduce two latest flavors for the powdered additive, Hydration Multiplier Sugar-Free Rainbow Sherbet and Popsicle Firecracker. The former is a mix of raspberry, orange and lime zest flavors, while the latter is a combination of lemon-lime, tart cherry and raspberry flavors.
The campaign will moreover include in-stadium AR activations with the Los Angeles Angels and minor league teams inside the Infillion network, in addition to giveaways by which fans can win a 12 months’s supply of Liquid I.V. In a primary, the brand may even run an ad test on Netflix, aligning with Hulu/Disney content on the channel. 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 probably be placements on Meta, YouTube, Snapchat and Live Nation properties, which included a presence at this 12 months’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 amongst Gen Z and millennial consumers by over 30% and increased brand awareness nationally by over 40%, based on press details.
Increased competition in the hydration market has led several corporations to rebrand to more actively goal younger consumers. In April, Kraft Heinz, rebranded its liquid concentrate product, Mio, to give attention to wellness advantages. PepsiCo, meanwhile, has evolved its offerings, launching an infused water under its Gatorade brand while highlighting its Propel fitness water.
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