When it is less about competition and more about feeling good.
Liquid I.V. tasked us to create more brand awareness while solidifying their position as the #1 powder hydration brand, a category separate from traditional sports drinks. It was imperative that brand perception was neither too sporty nor too casual, it needed to walk the line that is Liquid I.V.'s mission to help keep America hydrated. We coined the campaign slogan “Fuel Your Play,” a simultaneous momento of a wonderful time and a necessary call to action. “Fuel Your Play” was backed by a $20 million marketing spend to reposition their brand purpose.
We needed to define a brand purpose that could unify play and hydration for today’s generation. Traditionally the sports drink advertisements create a competitive expectation; that hydration is for professional athletes. Our collective mission was to champion everyone – from hosting your kids' birthday bash to a dance troupe outside on a hot day – that proper hydration is a way of a life well lived.
We came to the realization that the everyday person thinks about hydration reactively. “Fuel Your Play” was designed to invite people to be more proactive about hydration by making Liquid I.V. and ‘play’ feel synonymous with each other.
Creative Conception / Production /
Photography / Casting Talent / Editorial / VFX / Sound Design & Mixing / Color
"SixTwentySix brought so much creativity and attention to detail from story-board development all the way through to post-production. Not only did they deliver a high quality product that nailed our campaign brief, but they were wonderful collaborators throughout the entire process. The team was receptive to feedback, and demonstrated extreme speed and agility to usher us from idea generation to launch in 2-months time. They were a key partner for us in this monumental campaign for our brand, and really championed the brand equity we wanted to create. Overall amazing quality, unparalleled agility, and a joy to work with." STACEY ANDRADE, VP OF MARKETING