Powdered hydration is a unique category, and not everyone fully grasps how to enjoy the product’s benefits. Anomaly LA has taken the reins in reinvigorating the Liquid I.V. brand by placing the consumption ritual at the forefront of their strategy: “TEAR POUR LIVE MORE.” It’s as simple as it sounds: TEAR the stick open, POUR it into your water, and experience the hydration that empowers you to LIVE MORE. Whether you’re braving a hike in sweltering heat, dancing until dawn, or enduring a red-eye flight, you’ll extract more joy from life when dehydration isn’t part of the equation.
At the heart of this brand re-launch is a captivating 90-second spot that epitomizes the magic of extraordinary hydration. The commercial features a woman laboring up a hill on a scorching day, burdened with bags. Gasping for air, she reaches into her bag and retrieves a packet of Liquid I.V.
Accompanied by the uplifting track “JOY” by Voices of Fire ft Pharrell Williams, she indulges in a sip and is promptly whisked away on a hydration-fueled journey across the city. Onlookers watch in astonishment as they, too, embrace the mantra of “TEAR POUR LIVE MORE,” drinking Liquid I.V. to traverse the town and arrive at a party where they can revel all night, secure in the knowledge that they’re adequately hydrated.
This groundbreaking campaign is now being broadcast across various platforms, including TV/OTT, OOH (Out-of-Home advertising), social media, and display ads, ensuring widespread visibility and engagement.
In summary, the professional campaign dubbed ‘TEAR POUR LIVE MORE’ heralds a new era for Liquid I.V., courtesy of Anomaly LA. This Integrated medium campaign is poised to revolutionize the Soft Drinks industry, exemplifying how a simple ritual can elevate hydration and enhance one’s quality of life.
