There was spirited debate on whether or not to heart the spot on singing bogs, Andrade-Wells mentioned. Of the ideas Anomaly pitched, the singing bogs made her probably the most uncomfortable—which was what drew her to it. Then again, she was shepherding Liquid I.V. by way of its first-ever Tremendous Bowl advert. Did she need to do a pee joke on such a giant stage?
However Anomaly promised to shoot the advert in a tasteful method, so it wouldn’t really feel just like the gross-out adverts prevalent within the 90s. And Andrade-Wells finally felt a “human reality” grounded the idea.
“It’s going to ship the message of shaking complacency on individuals’s hydration habits,” she mentioned. “We actually considered this as utilizing these 30 seconds to ship a PSA about dehydration.”
Sustaining the marketing campaign
The 30-second Tremendous Bowl spot is the start of an ongoing marketing campaign that can final by way of February and March, and which Andrade-Nicely mentioned will assist full the message that Liquid I.V. is the suitable product for hydration.
“We’re viewing this as one piece of a much wider method,” she mentioned.
The corporate already has a 60-second lower of that advert on its YouTube web page. Test it out under.
The media company Tinuiti constructed the 360 marketing campaign to assist a months-long marketing campaign that solely begins with the Tremendous Bowl.
“At launch, we have to nail it on Tremendous Bowl Sunday and some days after, when individuals will nonetheless be speaking concerning the adverts,” mentioned Lauren Mahon, Tinuiti shopper technique director who leads the Liquid I.V. account. “Then, we now have to maintain it, to verify the momentum continues. The purpose is to maximise engagement, and preserve the excitement round Liquid I.V. for the following two months.”
The marketing campaign may even use creators like Drew Afualo, Eli Rallo, Graydon Cutler, and Aubrey Gavello throughout different platforms, like TikTok.
“TikTok performs a really particular position by enabling creator-led concepts to unfold organically and tackle a life past paid media,” mentioned Jenny Penich, president of North America for Influencer, a advertising and marketing company that’s amplifying Liquid I.V.’s Tremendous Bowl marketing campaign on TikTok. “The consequence feels much less like an advert extension and extra like a shared social second that lives past sport day.”
Liquid I.V.’s glow up
The Unilever-owned model is gunning for giant development this 12 months. Two years after Andrade-Wells joined the corporate in 2022, Liquid I.V. revamped its packaging so it might look much less medicinal—with out falling into the splashy neon aesthetic of different sports activities drinks, as a result of it nonetheless wished to speak its well being advantages.
After the 2024 rebrand, Liquid I.V.’s family penetration grew 37% and model consciousness grew 38%, in keeping with an organization spokesperson. It now has a family penetration fee of 18% and model consciousness of 39%.
