Just Add Water
Launched in 2012, Liquid I.V. was initially developed to help hardcore athletes recover from a tough workout. The brand markets its products as a healthier alternative to sugar-filled sports drinks that may not provide salt, vitamins and electrolytes which assist in rapid hydration.
“The category has benefited from changing consumption patterns. It’s no longer just about sports recovery, but about maintaining daily wellness, and managing hangovers,” Nate Rosen, a consumer packaged goods expert, told CNN. “A lot of people simply don’t like plain water and really treat these hydration drinks as a way to flavor their water.”
Under CEO Mike Keech, Liquid I.V. broadened its reach to a much wider audience other than athletes. That switch has them on track to becoming a $1 billion ‘power brand’ in a $1.5 billion category that is predicted to continue to grow.
The brand was purchased in 2020 by Unilever for an undisclosed price.
With many brands trying to achieve traction in the category, it is vital that off-shelf marketing in-store gains new customers to ensure continued growth. Liquid I.V. recognizes the importance of staying ahead of the competition which is evident in this end cap display that was rolled out at Walgreens stores nationwide.
The ‘Hydration Destination’ display featured several variants in their product line that emphasized the zero sugar and clinically backed messaging which was printed on copy blocks. The highlight of the display was the dimensional lug-on of a packet pouring into a glass of water which supports the convenience factor of having a non-bulky hydration product that consumers can store on a kitchen counter, desk drawer at work or in the gym bag.
Sources include:
aol.com
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