Powdered hydration is a unique category, and many people are not familiar with how to enjoy the product effectively. Anomaly LA relaunched Liquid I.V. by focusing on the consumption ritual with the central idea: “TEAR POUR LIVE MORE.” The simple steps are: TEAR the stick open, POUR it into your water, and experience the hydration that allows you to LIVE MORE. Whether you’re hiking in the heat, dancing into the early hours, or catching a red-eye flight, you’ll get more out of life when you’re not battling dehydration.
At the heart of the new brand platform, “TEAR POUR LIVE MORE,” is a 90-second spot that highlights the magic of extraordinary hydration. The advertisement portrays a woman carrying bags up a hill in the heat. As she gasps for breath, she reaches into her bag to pull out a packet of Liquid I.V.
Set to “JOY” by Voices of Fire featuring Pharrell Williams, she takes a sip and begins to soar across the city, fueled by hydration. As bystanders look on in amazement, they too “TEAR POUR LIVE MORE” by drinking Liquid I.V., which allows them to travel across town to a party where they can dance all night, knowing they’re fully hydrated.
The campaign is now live across TV/OTT, out-of-home (OOH), social media, and display platforms. It aims to educate consumers on the benefits of powdered hydration and how it can seamlessly fit into their active lifestyles.
“TEAR POUR LIVE MORE” embodies Liquid I.V.’s mission to provide convenient and effective hydration solutions. The campaign encourages people to make hydration a part of their daily routine, ensuring they can live life to the fullest without the worry of dehydration.
This professional campaign titled ‘TEAR POUR LIVE MORE’ was published in the United States in May 2024. Created for the brand Liquid I.V. by ad agency Anomaly LA, this integrated medium campaign is related to the soft drinks industry and includes one media asset.
Through this innovative campaign, Liquid I.V. demonstrates how easy it is to stay hydrated and highlights the product’s versatility in various situations, from intense physical activities to everyday use. The message is clear: by incorporating Liquid I.V. into your routine, you can enhance your performance and enjoy life more fully.
In conclusion, Liquid I.V.’s “TEAR POUR LIVE MORE” campaign effectively educates and inspires consumers to embrace powdered hydration. By focusing on the simple ritual of tearing, pouring, and drinking, the campaign makes the concept accessible and appealing. With its vibrant and relatable storytelling, Liquid I.V. reinforces its position as a leading hydration solution that empowers people to live more active and fulfilling lives.
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