Take a Look at Me Now
The challenge
01
Liquid I.V. set out to cure “Hydration Regret” – the fact that 8 in 10 Americans know they should hydrate more but do nothing about it. Liquid I.V.’s challenge was to turn this passive habit into a conscious wellness choice.
The solution
02
To do that, Liquid I.V. chose the Super Bowl, the country’s biggest cultural moment, to elevate a private hydration signal into a public conversation. Because when the body is already speaking, the most powerful thing a brand can do is help people finally listen and act.
From unspoken routine to cultural conversation
We engineered an earned-led rollout to build momentum before the big game, launching a teaser with K-pop star EJAE singing ‘Against All Odds.’ On Super Bowl Sunday, we debuted a porcelain opera of singing toilets, optimized for organic PR and social scale over paid repetition. We then brought the idea into the real world with high-visibility experiential activations, officially declaring the Monday after the game National Rehydration Day to ensure our impact lived long after the broadcast ended.
The impact
03
Making hydration history
The PR-led strategy delivered Liquid I.V.’s highest-performing campaign, commanding the zeitgeist with 16.5B+ earned impressions and dominating ‘Best Ad’ roundups. Sparking a 5.7-point leap in brand awareness, this cultural spectacle translated beautifully into commerce. It fueled a staggering $26M in retail sales, ignited a 100% Amazon sales surge within an hour, and ultimately welcomed 3.3 million new households into the hydration movement.
