{"id":113940,"date":"2026-02-09T01:19:25","date_gmt":"2026-02-09T01:19:25","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/02\/09\/liquid-i-v-bets-on-singing-toilets-for-brand-growth\/"},"modified":"2026-02-09T01:20:23","modified_gmt":"2026-02-09T01:20:23","slug":"liquid-i-v-bets-on-singing-toilets-for-brand-growth","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/02\/09\/liquid-i-v-bets-on-singing-toilets-for-brand-growth\/","title":{"rendered":"Liquid I.V. Bets On Singing Toilets for Brand Growth"},"content":{"rendered":"

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For Liquid I.V., it\u2019s all constructed as much as this.<\/p>\n

What started in a bathroom<\/a> with KPop Demon Hunters star Ejae crooning the Phil Collins hit \u201cIn opposition to All Odds,\u201d and later a janitor investigating that very same tune, has crescendoed with a refrain of singing bogs.<\/p>\n

\u201cCheck out me now,\u201d they sing, beckoning audiences to see throughout the porcelain to watch the yellowness of their pee\u2014an indication of dehydration for which Liquid I.V. presents because the treatment.<\/p>\n

The 30-second spot, executed by Anomaly, is Liquid I.V.\u2019s Tremendous Bowl promoting debut.<\/p>\n

The corporate additionally labored with Tinuiti for the media marketing campaign surrounding the spot, Weber Shandwick for its earned media and expertise administration; NVE for experiential; and Collectively for its micro influencer technique.<\/p>\n

An organization spokesperson mentioned Liquid I.V.\u2019s inner groups led the marketing campaign and story improvement, together with its work with macro influencers, social, and creating the inventive belongings.<\/p>\n

\u201cWe wished a really disruptive advert that might drive dialog,\u201d Liquid I.V. CMO Stacey Andrade-Wells instructed ADWEEK. \u201cAnd we didn’t need to have superstar expertise within the advert.\u201d<\/p>\n

The bogs are the celebs<\/strong><\/h4>\n

Whereas Liquid I.V. did use Ejae to announce its Tremendous Bowl presence, Andrade-Wells is cautious of celeb oversaturation on the day of the Tremendous Bowl.<\/p>\n

\u201cIndividuals count on each single advert to have a celeb, and in some unspecified time in the future all of it begins to mix collectively, and you’ll\u2019t actually decipher which model is which,\u201d she mentioned.<\/p>\n

With out utilizing a celeb as a shortcut to engagement, Andrade-Wells noticed a greater alternative to drive shopper dialogue by way of the inventive, a key a part of the transient that Liquid I.V. gave to Anomaly.<\/p>\n

Anomaly\u2019s creatives got here up with the concept of singing bogs, mentioned company CCO Josh Fell. \u201cIt began as a basic realization that if we\u2019re going to a stage just like the Tremendous Bowl, you higher have one thing to say.\u201d<\/p>\n

The message on staying hydrated made sense, nevertheless it needed to be delivered within the easiest way potential. Luckily, there\u2019s nothing sophisticated about singing bogs. \u201cThe individuals who know in the event you\u2019re hydrated the perfect are these unknown faces that you simply pee into on daily basis,\u201d Fell mentioned.<\/p>\n

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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\u2014which 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?<\/p>\n

However Anomaly promised to shoot the advert in a tasteful method, so it wouldn\u2019t really feel just like the gross-out adverts prevalent within the 90s. And Andrade-Wells finally felt a \u201chuman reality\u201d grounded the idea.\u00a0<\/p>\n

\u201cIt\u2019s going to ship the message of shaking complacency on individuals\u2019s hydration habits,\u201d she mentioned. \u201cWe actually considered this as utilizing these 30 seconds to ship a PSA about dehydration.\u201d<\/p>\n

Sustaining the marketing campaign<\/strong><\/h4>\n

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.<\/p>\n

\u201cWe’re viewing this as one piece of a much wider method,\u201d she mentioned.<\/p>\n

The corporate already has a 60-second lower of that advert on its YouTube web page. Test it out under.<\/p>\n

The media company Tinuiti constructed the 360 marketing campaign to assist a months-long marketing campaign that solely begins with the Tremendous Bowl.<\/p>\n

\u201cAt\u00a0launch, we have to nail it on Tremendous Bowl Sunday and some days after, when individuals will nonetheless be speaking concerning the adverts,\u201d mentioned Lauren Mahon, Tinuiti shopper technique director who leads the Liquid I.V. account. \u201cThen, 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.\u201d<\/p>\n

The marketing campaign may even use creators like <\/strong>Drew Afualo, Eli Rallo, Graydon Cutler, and Aubrey Gavello throughout different platforms, like TikTok. <\/p>\n

\u201cTikTok performs a really particular position by enabling creator-led concepts to unfold organically and tackle a life past paid media,\u201d mentioned Jenny Penich, president of North America for Influencer, a advertising and marketing company that’s amplifying Liquid I.V.\u2019s Tremendous Bowl marketing campaign on TikTok. \u201cThe consequence feels much less like an advert extension and extra like a shared social second that lives past sport day.\u201d<\/p>\n

Liquid I.V.\u2019s glow up<\/strong><\/h4>\n

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<\/a> so it might look much less medicinal\u2014with 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.\u00a0<\/p>\n

After the 2024 rebrand, Liquid I.V.\u2019s 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%.\u00a0<\/p>\n

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Andrade-Wells instructed ADWEEK she needs to maintain Liquid I.V.\u2019s family penetration at about half of its model consciousness, so roughly one in two households that know the model finally buys it.<\/p>\n

(The spokesperson added that the corporate can be in search of boosts in model love, gross sales, engagement, and attain, however declined to disclose specifics.)<\/p>\n

If Andrade-Wells can preserve that ratio, following what\u2019s prone to develop into a giant consciousness increase from the Tremendous Bowl, then the mathematics is straightforward: Extra households listening to about Liquid I.V. ought to imply a significant bounce in households truly shopping for it. And the singing bogs gained\u2019t simply make individuals snicker\u2014they\u2019ll convert.<\/p>\n

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