• by Teresa Buyikian , Yesterday

Liquid I.V. has tapped a popular international pop girl group to launch its Hydration Multiplier Sugar-Free Ring Pop Cherry flavor: the British band Flo, known for their R&B harmonies and popularity on TikTok. The band, which has over 1.5 million followers across multiple platforms, stars in the brand’s “Say Yes” campaign for the new summer flavor.

“We knew we had crafted the flavor of the summer with Ring Pop, but we wanted a story big enough to carry that excitement throughout those hot summer days,” said Stacey Andrade-Wells, CMO for Liquid I.V., in a release. “Flo brings that to life. Their energy, authenticity, and message of self-celebration perfectly match the feeling we want our fans to experience. By showing up in the moments that matter, we're cementing our role as the hydration solution people rely on.”

A :30 spot, seen here, shows the band at an outdoor wedding reception, suffering fatigue from dancing and the heat. The women proceed to use packets of Hydration Multiplier Sugar-Free Ring Pop Cherry to rehydrate and hit the dance floor to their own song, “Remedied,” which is exclusively featured as the soundtrack for the spot.

The brand cites a recent study which found that 30% of people feel wiped out after big celebrations, with 22% saying dehydration hits hard the next day, but that 88% of people feel immediate or near immediate relief once they start rehydrating.

Hydration Multiplier Sugar-Free Ring Pop Cherry contains the brand’s Liv Hydrascience formula, which is touted to hydrate faster than water alone, and is now available on liquid-iv.com, TikTok Shop, as well as at major retailers nationwide including Costco, Target and Walmart.