ABOUT

The superior hydration solution designed for the dehydrating moments in life

Challenge

Liquid I.V. are an American electrolyte brand looking to put roots down in the UK. They have an effervescent brand culture in the US that balances the efficacy of the product while tapping into sharp, observational human truths. The same tonality was needed to build saliency with a British audience, bringing to life different cultural nuances.
Since last year, Liquid I.V have increased their availability in key retailers and are looking to make a big splash in 2025. We were brought on to bring their TOV to life across key OOH moments across the year with creative copywriting.

Insight

Brits have a healthy scepticism of wellness products whilst at the same time being a nation where 80% of people are dehydrated. Talking about science to this audience OOH required a cultural connection point between the product benefits and each media placement. Something that consumers can read and relate to.

Solution

For Tesco’s DOOH proximity placements, our copy considered the habits and experiences of shoppers in store. From fantastic flavours to the speed in which it hydrates you, just like the speed at which cashiers scan items.
The London Marathon is an ultimate moment to promote hydration to a receptive audience and obvious fit for the brand. Speaking to both runners with less dwell time (pace depending) and cheering crowds – our copy lent itself to the culture of running and the event to capture attention. The headlines were rotated on digital vans throughout the day alongside a sampling team and brand team capturing social content throughout the day.

Results

157 million impressions delivered
+19% uplift in brand awareness
+27% uplift in purchase intent