Liquid I.V. has brought research, science and culture together in a connected national launch campaign spanning earned media, screens, out-of-home, social and experiential.
As hydration becomes an everyday wellness essential for Australians, Liquid I.V. is launching nationally to make its science-backed hydration more accessible and fuel the category’s next phase of growth.
Led by Mindshare, the media strategy is built around a simple tension: people often experience the effects of dehydration, including fatigue, low energy and a lack of focus, without recognising dehydration as the cause. “Living in Plain Sight” makes this often-invisible problem highly visible in the moments and environments where hydration matters most.
Australians understand hydration is important, yet good intentions do not always translate into consistent daily behaviour, with busy workdays, errands and travel becoming common hydration blind spots.
Liquid I.V. is bringing this tension to life through The Hydration Gap, a research-led earned idea uncovering Australians’ hydration habits, knowledge gaps and misconceptions.
The campaign launched on the Today Show, where accredited nutritionist and wellbeing expert Jacqueline Alwill unpacked new Liquid I.V. research revealing how often Australians miss their daily hydration targets and overlook everyday hydration blind spots.
“Australians understand that hydration matters, but our research shows good intentions aren’t always translating into consistent everyday habits. With Liquid I.V. now reaching more Australians, we want to help close the Hydration Gap by combining functional hydration science with communications that make hydration relevant, entertaining and culturally engaging,” said Harrison Power, Marketing Manager at Liquid I.V.
“Our ambition is to make the science of hydration impossible to ignore, while making effective hydration easier to access in everyday life.”
Across screens and OOH the global creative platform “YOU WANTED. WE SCIENCED IT.” takes audiences inside Liquid I.V.’s world of hydration science to introduce Sugar-Free Hydration Multiplier, clinically proven to provide longer-lasting, superior hydration compared with water alone.
That science then moves from the lab into the real world through a high-impact national OOH presence, including premium large-format placements, dynamic creative, retail OOH, Sydney tram wraps and a hero 3D activation on Melbourne’s Bourke Street, supported by connected video, social and experiential activity.
Mindshare connections planning director Sam Clarke said: “This is much more than a media launch. We’re transforming some of Australia’s most visible environments into unmistakable Liquid I.V. moments. From the 3D activation on Melbourne’s Bourke Street and Sydney tram wraps, to premium screens and retail media nationwide.
“Every channel has a clear role: out-of-home builds fame, creators and experiences spark conversation and trial, and commerce converts attention into purchase. It’s a genuinely connected launch designed to make Liquid I.V. impossible to miss.”
To turn the science-backed proposition into entertainment, Liquid I.V. has partnered with two new brand ambassadors: eight-time world surfing champion Steph Gilmore and media personality Tommy Armour.
In a social-first content series filmed at URBNSURF Sydney, Gilmore and Armour put Liquid I.V. Sugar-Free’s longer-lasting hydration benefit to the test, bringing the brand’s distinctive “culture meets science” personality to life.
The idea extended into the real world through the World’s Longest Surf Lesson, a four-hour lesson hosted by Gilmore at Kirra Beach on the Gold Coast. The activation transformed a functional hydration benefit into an entertaining cultural moment, while creating a natural connection between the product’s longer-lasting hydration credentials and the ability to go longer.
The campaign supports Liquid I.V.’s broader ambition to build awareness and trust while bringing effective hydration to more Australians, expanding distribution across grocery, petrol and convenience, airports and digital commerce. Liquid I.V. is manufactured in Sydney, Australia, where production capacity has doubled through a new automated stick manufacturing and packaging line to support the brand’s growth and National Launch.
Liquid I.V.s National Launch was brought to life by an integrated agency village, Mindshare (media), Hello Agency (creative, social and influencer), Fleishman-Hillard (earned media) and The Live Agency (experiential and sampling).
CREDITS
Brand: Liquid I.V.
Marketing Manager: Harrison Power
Brand Manager: Blas Lamberti
Media Agency: Mindshare
Lauren Thornborough: Managing Client Partner
Tayla Wright: Client Partner
Sam Clarke: Connections Planning Director
Liam Wilson: Associate Strategy Director
Emily Harris: Implementation & Activation Director
Emma Welch: Performance Director
Jake Grace: Implementation & Activation Manager
Charlotte Anderson: Implementation & Activation Manager
Sharmaine Somido: Implementation & Activation Coordinator
Creative agency: Hello
Sam Kelly: CEO & Partner
Caroline Berdayes: COO
David Griffiths: MD
Dan Fryer: ECD
Dave Varney: CD
Allex Conley: Head of PR
Seamus McShane: Head of Studio
Sunny Manadavadi: Client Lead
Tristan Byrnes: Senior Account Director
Mary Chbib: Head of Talent
Gill Axia: Account Manager Talent
Cody Waters: Senior Designer
OOH Creative Storyboard and Art Direction: FleishmanHillard
Russ Tucker: Executive Creative Director
Lucy Serenity: Art Director
Tom Waddell: Copywriter
Earned Media: FleishmanHillard
Reegan Saiani: Client Partner
Sophia Aiano: Senior Business Director
Margaux Cowley: Business Manager
Annabel Smith: Senior PR Consultant
Jazz Williamson: PR Executive
