Liquid I.V. wants to make this the summer of “yes” and remind people that life’s best moments are better when you’re properly hydrated.
The Unilever-owned brand has launched its summer campaign, “Say Yes,” in partnership with British R&B group FLO.
A new 30-second spot finds FLO at an outdoor wedding but unable to dance—or even get up from their table—due to heat and dehydration. The narrator informs them that “water might not be enough.”
FLO member Stella Quaresma grabs a few packets of Liquid I.V. and passes them around, and soon the trio is back on the dance floor.
“Say Yes” debuts alongside the brand’s new nostalgia-inspired flavor, Sugar-Free Ring Pop Cherry, in collaboration with Ring Pop.
“This campaign is all about saying ‘yes’ to life’s celebratory moments,” Stacey Andrade-Wells, CMO of Liquid I.V., told ADWEEK. “We wanted to tap into that feeling of summer that’s rich with nostalgia, joy, and excitement, and find the best way to bring that to life.”
The spot will air on linear TV, streaming, social, supported by a field marketing fleet of hydro trucks offering samples of Liquid I.V.
An organic partnership with music
This is Liquid I.V.’s second partnership with a musician this year, following its Super Bowl 60 collaboration with Ejae, the KPop Demon Hunters star.
According to Andrade-Wells, the focus on musicians—rather than celebrities or athletes—grew naturally from the brand’s presence at music festivals, where dancing and heat can accelerate dehydration.
Liquid I.V. is building on that history with an activation at this year’s Lollapalooza in Chicago.
