Liquid I.V. wants to stand out to Gen Z in the hydration market. Their latest “Indulge in Hydration” campaign is addressing summer heat fatigue. And building on the success of its 2022 “Fuel Your Play” campaign, which increased brand awareness among Gen Z and Millennials by over 30%, the company wants to connect with young audiences and promote hydration while they enjoy sports and other activities. To do so, it’s partnering with the Los Angeles Angels and other minor league teams, along with hosting product giveaways. It will also feature on Spotify’s mobile homepage during the release of Sabrina Carpenter’s album on August 23 (one of Gen Z’s pop icons). (Marketing Dive)
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