Liquid I.V. turns ordinary water into mega-hydration, via a powdered hydration solution to improve water absorption and counteract dehydration.

To showcase its message, it kicked off its summer campaign in Times Square. A 30-minute effort June 3 saw every screen in Times Square taken over by the brand.

Zambezi handled the billboard creative.

It began with “error” messages, signaling the effects of dehydration. Then digital imagery refreshed, encouraging viewers to hydrate by offering Liquid I.V., water bottles and directions to hydration stations. Liquid I.V. screens blanketed the area, reminding everyone of the importance of hydration as they engaged with Liquid I.V. robots.

The OOH push was the debut. Liquid I.V. is maintaining its momentum with a spot by Anomaly LA, now running on social and streaming platforms. The brand also has an integration with Peacock's "Love Island U.S.A."

"Our summer campaign started with our activation in Times Square as part of a full 360 rollout. We’re bringing our anthem video to life and pushing our I.V. O’clock message far beyond the streets of New York," Aaron Jones, vice president of ecommerce and media at Liquid I.V., told Agency Daily. "The marketing tactics aren't just about grabbing attention — it’s about creating unforgettable moments that spark curiosity, build connection and remind people that hydration can be as fun and innovative as it is essential.”

Based in Los Angeles, the company donated 62 million servings around the globe in 2024.