Liquid I.V.’s brand refresh captures hydration through new packaging, summer ad campaign

By Deniz Ataman

- Last updated on GMT

Source: Getty/roman_sh
Source: Getty/roman_sh

Related tags Liquid I.V. electrolytes Marketing

Hydration brand Liquid I.V.’s new packaging and summer ad campaign help “optimize and modernize” the brand “without disrupting shopability at shelf,” Brittany Shaw, the company’s senior brand director told FoodNavigator-USA.

Shaw described the hydration space as the bedrock of wellness and non-negotiable for consumers “when it comes to overall wellbeing,” which inspired the company’s first brand refresh since its beginning in 2012.

With new packaging that features Liquid I.V.’s updated two-toned hexagon logo, bold typeface, a vibrant color palette and custom in-motion photography of real fruit, the company’s goal was to “better communicate our true to fruit flavor on the front of pack,” Shaw said.


“This was all custom photography shot in motion to nod to hydration and you can actually see the real fruit, what they look like versus just listing it or naming it on the front of pack. We thought it was a really great way to not only highlight and clarify what flavor this is, but also … that the taste is the real fruit,” she explained.

The new packaging also will feature the brand’s science-verified claims and a breakdown of key nutrients, solidifying "LIV HYDRASCIENCE" as the product's "core value proposition,” Shaw said.

“[LIV HYDRASCIENCE] is our science-backed formula that optimizes the ratio of electrolytes, essential vitamins and clinically tested nutrients to turn ordinary water into extraordinary hydration,” Shaw explained.

As consumers explore their wellbeing, they are seeking clarity about products and benefits, Shaw said.

“Our goal was to provide that clarity, provide the understanding to our consumers around how functional hydration benefits can really improve their daily lives and also make sure that we are a lot easier to find stores,” she added.

The refreshed branding is available at​, and gradually will roll out in retailers throughout the year including Costco, Target, Walmart, Amazon, Albertsons, Kroger, Whole Foods and 7 Eleven, among others

Finding ‘a way to capture that relief’ through a new ad campaign, product launches

Liquid I.V.’s summer ad campaign features the slogan “Tear. Pour. Live. More.” as an additional visual to the brand refresh that highlights the sensorial experience of hydration, Shaw said.


“We really took a step back and we thought about how people feel when they are hot, when they are tired, when they are dehydrated. And we really wanted to find a way to capture that relief, that feeling when you first take a sip of Liquid I.V. – that feeling of feeling really refreshed, re-energized and rehydrated,” she elaborated.

The campaign will be supported by a “robust 360 marketing campaign” across social, influencers, retail marketing and event partnerships, among others.

Liquid I.V. also will build its presence at events across the nation, including a partnership with Formula 1 Miami Grand Prix and upcoming festivals this summer, including Neon Carnival, Governors Ball Music Festival, Bonnaroo Music & Arts Festival and Lollapalooza.

The brand will also feature “exciting product launches like the Hydration Multiplier Sugar-Free Rainbow Sherbet and Hydration Multiplier Popsicle Firecracker,” according to a recent statement​.

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