Liquid I.V.'s Fuel Your Play Encourages Hydration for Everyone
Laura McQuarrie — July 21, 2022 — Lifestyle
Hydration products, including beverages and supplements, are synonymous with sports but Liquid I.V. is investing multi-millions in marketing with the aim of getting consumers to see its products as everyday essentials. The Fuel Your Play campaign is not targeted at athletes but the everyday individual who would benefit from enhanced hydration. Once mixed with water, Liquid I.V. products boost hydration and provide other benefits.
With its new marketing initiative, the brand sets itself apart from others that create hydration products expressly with a focus on active individuals. Stacey Andrade, VP of marketing at Liquid I.V. told Adweek, "Now, more than ever, there’s been this return to playful activities and hobbies that all require hydration." Since play and hydration is for everyone, the health and wellness brand is getting this message out to everyone with influencer marketing, out-of-home ads, sampling opportunities and playful activations.
With its new marketing initiative, the brand sets itself apart from others that create hydration products expressly with a focus on active individuals. Stacey Andrade, VP of marketing at Liquid I.V. told Adweek, "Now, more than ever, there’s been this return to playful activities and hobbies that all require hydration." Since play and hydration is for everyone, the health and wellness brand is getting this message out to everyone with influencer marketing, out-of-home ads, sampling opportunities and playful activations.
Trend Themes
1. Everyday Hydration - Liquid I.V. is investing in marketing to promote their hydration products as daily essentials for all consumers.
2. Non-sports Hydration - The Fuel Your Play campaign is aimed at non-athletic individuals who would benefit from enhanced hydration.
3. Influencer Marketing - Liquid I.V. is using influencer marketing to get their message of playful hydration out to a wider audience.
Industry Implications
1. Health and Wellness - Liquid I.V.'s marketing initiative focuses on the health and wellness industry, promoting hydration as a crucial aspect of overall well-being.
2. Beverage - Liquid I.V.'s hydration products are disrupting the beverage industry by promoting their product as an everyday essential, not just for athletes.
3. Marketing/advertising - Liquid I.V.'s marketing campaign showcases disruptive innovation in the advertising industry, using playful activations to promote a health product to a wider audience.
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