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Advertising for sports drinks, whether it’s Gatorade or BodyArmor, tends to stick with a familiar theme: top-level athletes run, jump or throw a ball before pausing to wipe the sweat from their brow and take a swig from the bottle.
Liquid I.V. doesn’t want consumers to think of it that way and is spending $20 million on a new national marketing effort to make sure they don’t.
This summer, the Unilever-owned health and wellness brand, which makes various flavored powders designed to improve hydration and provide other benefits when mixed with water, is debuting an ad campaign titled “Fuel Your Play.”
Unlike rivals in the sports drink category, which often lean on professional football and basketball players to promote their products, Liquid I.V.
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