Liquid I.V. Goes from SoCal Cool to Global Superstar

Client: Liquid I.V. (LIV) / Unilever Health & Wellbeing Collective

Thirsty for a challenge? Liquid I.V.’s global launch wasn’t just about introducing a new hydration product—it was about reshaping how the world sees hydration. With 75% of people walking around dehydrated, the demand was clear. But research revealed that consumer awareness varied wildly across the 6 target markets. So, our mission was twofold: educate and excite.

We built a custom-fit strategy for each region, while tailoring our approach to markets at different hydration awareness levels. Our local teams conducted research to soak up cultural insights, from the UK’s “5 BEFORE 9” wellness rituals to Mexico’s deep cultural connection to totems, using these to craft experiences that felt authentic, immersive, and impossible to ignore. The execution? Unforgettable. We took over the London Eye with a next-level wellness experience, transformed Mexico’s launch into a festival-like celebration, and turned Bondi Beach into a hydration hotspot. Strategic brand partnerships with Barry’s Bootcamp, music festivals, and fitness influencers ensured we weren’t just seen—we were experienced. And the results? Hydration domination from the brand that turns ordinary water into extraordinary hydration. Skyrocketing the brand to become the #2 Powdered Concentrate Brand in the World, the #1 hydration brand in the U.S. didn’t just launch—it became the drink of the moment. A global product launch that made waves, proving that when you mix cultural relevance with bold creativity, the world drinks it up.