Liquid I.V. Case Study: From Summer Slump to Record-Breaking Growth

Imagine getting 40% brand preference lift with one campaign. That’s not a typo. In a single seasonal campaign, Liquid I.V. tripled the beverage category average for brand preference — and did it during the hardest months to reach consumers.

The Challenge

Summer means longer days, better weather, and audiences who would rather be anywhere but stuck in front of an ad. For a hydration brand introducing two nostalgic new flavors in an already crowded category, the usual playbook wasn’t going to cut it.

The Strategy

So Liquid I.V., Tinuiti, and Infillion went where the summer action was — and where attention is highest when the heat is on. The result was a high-energy, multi-channel activation that turned casual baseball fans into engaged brand participants.

At Major and Minor League Baseball stadiums nationwide, fans could scan a QR code to launch a custom-built, baseball-themed augmented reality game. In just 30 seconds, they were swinging for high scores and competing for a lifetime supply of Liquid I.V. This live, hands-on interaction created an immediate brand connection — and was followed by a digital layer that gave attendees (and baseball fans beyond the stadium) a second chance to play through targeted CTV, streaming video, and interactive ad formats.

By combining the energy of live events with the reach and precision of premium digital media, the campaign blurred the lines between physical and digital, novelty and nostalgia.

Why it worked:

• Context matched the product — Hydration meets summer sports and frozen-treat flavors.
• Engagement was earned, not forced — A gamified brand experience people opted into and played.
• Reach extended beyond the event — Privacy-safe geotargeting and premium ad formats kept the momentum alive long after the stadium lights dimmed.

The results weren’t just strong — they fueled a record-breaking year, helping Liquid I.V. become the #1 powdered hydration brand in the U.S. and the largest brand in Unilever’s Health & Wellness division.

This is the kind of integrated, audience-first campaign that turns a so-so season into a grand slam for growth.

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