creative strategist
Role: Strategy, Art Direction
performance-driven audience.
The Insight:People treat wellness like an Olympic sport.
The Idea:While people chase self-optimization in mouth tape and morning sheds, Liquid I.V. is quietly delivering actual results through science-backed technology. It’s not another “self-care ritual” or Instagram wellness prop. It’s clinically proven hydration that works 3x faster than water, with electrolytes and vitamins that work hard enough to win gold—whether you’re on your feet all shift, burning midnight oil at the firm, or chasing podiums on the track.
While everyone else is busy fine-tuning their 16-step routines, Liquid I.V. is the shortcut that makes the whole system run faster. Not flashy. Not woo-woo. Just a sharp boost for people who run on deadlines, not downtime.
It’s the cleanest dirty secret in the game.
First, we’re sending out Performance Enhancing Drink tests notifications to popular Gen Z athletes (Coco Gauff, Ben Shelton, Summer McIntosh, Caitlin Clark, Jude Bellingham), proposing that their exceptional performance is due to a little blue packet. These athletes will do what’s natural to them when faced with something crazy—post about it on social media.
Then, we’re putting a spin on a traditional PR package. We’ll send letters to poor performing sports teams + Liquid I.V. packets, playfully roasting them for their bad performance while sending a little support in the form of liquid magic.
Our OOH continues to play on Liquid I.V.’s special hydration formula and the athletes that use it as a boost of peformance.
Like a lot of Gen Z, I can remember hearing about Lance Armstrong being stripped of all his TDF medals. We want to tap into insane sports moments like that to integrate Liquid I.V. more into culture and push the boundaries of what a brand can say. Watch the above video to hear his Oprah confession...with a bit of twist.
We want Liquid I.V. to take over Strava’s AI Athlete Intelligence feature by turning it into Liquid I.V. Intelligence. Liquid I.V. Intelligence will provide Strava users feedback on their runs, and nudge them towards buying Liquid I.V. in various ways by turning performance data into real time purchase triggers.
Our team doctor, inspired by disgraced sports team doctors in doping scandals, will also build personalized Liquid I.V. performance plans and messages for strava athletes. The AI doctor will analyze biometric data like heart rate, training load, intensity, and more to deliver personalized recommendations related to electrolytes and hydration.
Copywriter & Co-Strategist: Kenna Lloyd