Liquid I.V.’s Launching an Energy Drink…Or Are We?

To launch a hydration‑first energy drink with no can, no sugar, and no crash, we exposed the bad energy crowding the market by “launching” the same sugary canned clichés. We also gave a name for that all too familiar post-energy drink feeling: “Glitching Out.” The messaging and visuals leaned into the extreme bro energy, our competitors are known for. We needed our tease, to make our audience question, “is LIV really doing this?” to create buzz and curiosity of what we were actually cooking up. Through Social, CRM, & OOH executions, we started our own rumor.

DEBUNKING THE RUMORS WE STARTED…

INTRODUCING OUR REAL PRODUCT

A hydration-first energy drink: no can, no sugar, no crash. We invited our audience not just to try it, but to Ditch the Glitch created by our competitors. We kicked off the launch by juxtaposing the feeling of our drink with the crash out of traditional energy drinks, because you shouldn’t have to sacrifice hydration for an energy boost. We then fully rolled out the campaign across web, digital, social, OOH, and a New York bodega activation.