CASE STUDY
RESULTS
%
Brand Preference Lift
Live Fans Reached
Minutes of Engagement
Objective
Hydration is one of the fastest-growing wellness trends, with the electrolytes market projected to surpass $64B over the next decade. In a crowded category dominated by legacy brands, Liquid I.V. needed to stand out and drive awareness for two nostalgia-inspired summer flavors — Rainbow Sorbet and Popsicle® Firecracker.
The goal: reach consumers during the height of summer in the places they were already gathering, and create an experience memorable enough to spark brand preference.
Strategy
Partnering with Tinuiti, Kollectiff, and Infillion, Liquid I.V. launched a high-impact, full-funnel activation that blended live event engagement with digital amplification.
- InStadium AR Experience – Leveraging Infillion’s InStadium network, MLB and Minor League Baseball fans could scan QR codes on in-stadium signage to launch a custom-built AR game. In 30 seconds, players threw virtual baseballs at flying packs of Liquid I.V.’s new flavors for a chance to win a lifetime supply.
- Omnichannel Extension – To expand reach beyond the stadium, Liquid I.V. ran TrueX and NeXt interactive ads across streaming video, rich media display, mobile, and CTV. Fans could play the AR game from anywhere, while Infillion’s privacy-safe geotargeting retargeted attendees for a second chance to play.
- Integrated Creative & Targeting – A consistent creative theme tied in baseball, summer nostalgia, and the new flavors, while audience targeting ensured engagement from both live sports attendees and hydration-conscious consumers.
Products Used:
Results
The campaign was a grand slam for both engagement and business impact:
Put Liquid I.V. in front of 654,000+ live baseball fans, generating 10M+ in-stadium impressions
- Delivered brand lift that tripled the beverage category average — +18% awareness, +32% consideration, +40% preference
- Kept fans playing — 179,450 minutes of AR game engagement, equal to 124 straight days of interaction
- Helped drive a record-breaking $438M in U.S. revenue in 2024, securing Liquid I.V.’s #1 spot in powdered hydration and cementing it as Unilever’s largest Health & Wellness brand
Awards
- IAC Awards Best Integrated Campaign – Beverage (2025)
- Planning & Buying Awards Consumer Packaged Goods (2025)
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