The Ask: Show that Liquid I.V. delivers real results, and position it as the clear choice in a crowded category for a performance-driven audience.
The Insight: People treat wellness like an Olympic sport. Everyone’s looking for an edge.
The Idea: Cut through the noise of wellness perfectionism by choosing results over performative rituals. In a culture obsessed with self-improvement, Liquid I.V. is the cleanest performance enhancer out there—lab-tested, clinically dosed, and scandal-free.
It’s the cleanest dirty secret in the game.
OOH
SOCIAL
Create buzz by sending popular Gen Z athletes “performance enhancing drink tests.”
COCO GAUFF
SUMMER MCINTOSH
CAITLIN CLARK
JUDE BELLINGHAM
PR
Keep the momentum going with letters to poor performing sports teams, hinting that Liquid I.V. has an under-the-table cure to help.
Oakland Athletics (MLB)
Pittsburgh Pirates (MLB)
San Jose Sharks (NHL)
Montreal Canadiens (NHL)
T.V. & YOUTUBE
STRAVA INTEGRATION
A new function on Strava that tracks effort like Garmin’s sweat metrics. When users hit a new PR, or alternately fall short, it suggests a boost with Liquid I.V., turning performance data into real-time purchase triggers.
TECH INTEGRATION
The Team Doctor chatbot is here to take your questions and deliver sharp, under-the-table advice at any time. Message for hydration strategies, fitness insights, or even personalized training programs.
Stay on the juice!
Art Direction: Mia Forouhari
Copywriting: Kenna Lloyd