Dive Brief:

• Liquid I.V., the Unilever-owned powdered hydration brand, announced its first-ever brand refresh that includes a modern visual identity and color palette, per a press release.
• The branding, which will roll out on shelves throughout the year, spotlights the brand's functional benefits and selection of flavors. It includes an updated logo, modernized color scheme, bolder typeface and images of its “true-to-fruit” flavors.
• The brand also launched its 2024 summer campaign, “Tear. Pour. Live. More,” that includes a 60-second hero spot, partnerships at major events and field marketing initiatives. The refresh follows similar efforts in the wellness and better-for-you beverage category.

Dive Insight:

Liquid I.V. is jumping on the brand refresh bandwagon with its first such effort since its founding in 2012. The branding is intended to center the customer experience in packaging and merchandising with a bold, modern look as the company continues to build momentum after its 2020 acquisition by Unilever.

"Launching this brand refresh marks a watershed moment in Liquid I.V.’s evolution and kicks off the next chapter of growth and innovation for our company," said Liquid I.V.'s CEO, Mike Keech, in a press release. "The new look and feel reflects our passion to help everyone live healthier, more fulfilling lives through our innovative solutions that turn ordinary water into extraordinary hydration."

The refresh could help the powdered hydration brand connect with consumers, especially younger ones, who are looking for wellness-minded ways to hydrate. The water enhancer market is forecast to reach $4 billion by 2032, and the category has seen recent campaigns, product launches and brand refreshes designed to engage with Gen Z.

Kraft Heinz last month rebranded liquid concentrate Mio, shifting its positioning away from a mission to “fix water” toward one focused on wellness benefits. Similarly, PepsiCo’s Gatorade has looked to evolve its offerings with the launch of an infused water product and its Propel Fitness Water brand.

Accompanying Liquid I.V.'s brand refresh is a summer campaign that includes a lively 60-second spot in which two hikers fly, as if propelled by water-powered rocket boots, once they add the product to their water bottles. The campaign also includes out-of-home ads in key markets, content on Facebook and Instagram and a 30-second version of the spot that will air on Peacock during the Summer Olympics, on ESPN F1 and across streaming platforms.

Along with the brand's first-ever national field marketing initiatives, the campaign will be featured at major events including Neon Carnival, the Formula 1 Crypto.com Miami Grand Prix, Governors Ball Music Festival, Bonnaroo Music & Arts Festival and Lollapalooza.