• by Les Luchter , 5 hours ago

Electrolyte drink mix Liquid I.V. will make its Super Bowl debut, CMO Stacey Andrade-Wells announced December 3 on LinkedIn.

Stating that a goal since she came on board four years ago was to make Liquid I.V. “a household name in hydration,” she said the brand had quadrupled brand awareness and more than tripled household penetration since then, “building to this moment.”

Andrade-Wells said the Super Bowl commercial will be a “wake-up call” to America that “your dehydration is trying to get your attention, and Liquid I.V. is ready to respond.”

The ad’s content? “Still a big secret,” she wrote, “but you won’t want to take a bathroom break when our commercial airs.”

To illustrate that point, Andrade-Wells included a photo of a men’s room with Liquid I.V replacing the ubiquitous “cleaning in progress” words on a floor sign.

Brand Innovators reported that Liquid I.V.’s spot will run during the first half of the game with “Agencies Anomaly behind the campaign, NVE Experience Agency leading immersive moments, Tinuiti driving media strategy, and Weber Shandwick doing PR.” 

In a press release issued separately, Liquid I.V. Canada said the Super Bowl ad in that country will be backed by “Ketchum driving media and influencer strategy, Salt XC crafting immersive moments, Initiative managing paid media strategy, and Vayner Media amplifying the story on social.”

“We’ve disrupted what hydration looks like in culture and now we’re taking it to the biggest stage in North American sports,” noted Ben Graham, associate director for Liquid I.V. Canada. “We’re flipping the script and pushing boundaries to bring hydration into the cultural conversation – and push dehydration out of it.”

In recent years, Liquid I.V. has been increasingly taking a highly visible role at big events, such as Formula 1 racing.