Dive Temporary:
- Unilever-owned Liquid I.V. has launched an built-in marketing campaign, “Bask in Hydration,” meant to evoke the emotions of summer time, per data shared with Advertising and marketing Dive. The marketing campaign was created and produced with Los Angeles-based artistic studio SixTwentySix.
- The marketing campaign introduces two new 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 model will help fight the summer time warmth.
- The hassle additionally features a Netflix advert take a look at aligning with Hulu/Disney nostalgia content material — a primary for the powdered hydration model — augmented actuality (AR) activations, giveaways and a Spotify takeover, strikes that construct on the Liquid I.V.’s efforts to achieve a wider viewers.
Dive Perception:
Liquid I.V. is constant its efforts to face out within the crowded hydration market with its new marketing campaign, an effort that comes simply months after the marketer underwent its first-ever model refresh. The Unilever-owned marketer’s newest transfer might assist it develop momentum in a class that can also be exhibiting indicators of promise, with the water enhancer market forecast to achieve $4 billion by 2032.
Key to the “Bask in Hydration” marketing campaign is video spots that leverage slow-motion footage to emphasise the drowsy emotions related to summer time warmth. Artistic showcases younger adults perspiring and contending with intense warmth when a Liquid I.V. truck pulls as much as move out the product and make issues simpler. The spot is supposed to evoke carefree summer time days spent outdoor with pals, stated SixTwentySix director Iris Kim in launch particulars.
The marketing campaign additionally serves to introduce two new flavors for the powdered additive, Hydration Multiplier Sugar-Free Rainbow Sherbet and Popsicle Firecracker. The previous is a mix of raspberry, orange and lime zest flavors, whereas the latter is a mixture of lemon-lime, tart cherry and raspberry flavors.
The marketing campaign will moreover embrace in-stadium AR activations with the Los Angeles Angels and minor league groups inside the Infillion community, in addition to giveaways wherein followers can win a 12 months’s provide of Liquid I.V. In a primary, the model may even run an advert take a look at on Netflix, aligning with Hulu/Disney content material on the channel. Moreover, Liquid I.V. will host a Spotify cell homepage takeover coinciding with the launch of pop star Sabrina Carpenter’s album launch on Aug. 23.
Rounding out the hassle shall be placements on Meta, YouTube, Snapchat and Stay Nation properties, which included a presence at this 12 months’s Lollapalooza Pageant that was held from Aug. 1-4 in Chicago.
Previous to its newest marketing campaign with Liquid I.V., SixTwentySix labored with the model for its “Gas Your Play” marketing campaign in 2022. The hassle notably helped elevate the model’s consciousness amongst Gen Z and millennial customers by over 30% and elevated model consciousness nationally by over 40%, in response to press particulars.
Elevated competitors within the hydration market has led a number of corporations to rebrand to extra actively goal youthful customers. In April, Kraft Heinz, rebranded its liquid focus product, Mio, to concentrate on wellness advantages. PepsiCo, in the meantime, has advanced its choices, launching an infused water beneath its Gatorade model whereas highlighting its Propel health water.
