The recently unveiled comprehensive rebrand of hydration supplement brand Liquid I.V., with its new owner, Unilever, is expected to bring awareness and attraction to the company against its competitors in the wellness beverage industry. It is the brand's first major facelift since bursting onto the scene in 2012, with a shifted focus toward a modern visual identity and broadened product offerings, committed to delivering "extraordinary hydration" by making water brilliant.
At the heart of the Liquid I.V. rebranding effort is a new visual identity that encompasses an updated logo, modern colour schemes, a bold typeface, and vibrant images of its updated 'true-to-fruit' palette.
The new branding aims to ensure the products receive better visibility on the shelf and to appeal to a wider consumer base, especially health-conscious buyers and, particularly, the younger market segments, like Gen Z, who are increasingly interested in health-branded products. This rebrand is more than skin deep—it's a strategic alignment to our market needs.
This comes with the visual rebrand, "Tear. Pour. Live. More.", from Liquid I.V's 2024 summer campaign. The brand's new hero spot shows two hikers experiencing a thrilling boost from water-powered rocket boots after using Liquid I.V, symbolizing how the brand provides energizing benefits. This same campaign will run in a 30-seconds version that will be on-air and across, including Peacock during the Summer Olympics, ESPN F1, and many other streaming platforms.
It is further expanding its presence by partnering at some of the biggest global events that currently include Neon Carnival, the Formula 1 Crypto.com Miami Grand Prix, Governors Ball Music Festival, Bonnaroo Music & Arts Festival, and Lollapalooza. These efforts are part of Liquid I.V.'s first-ever national field marketing strategy, magnifying engagement and visibility across key markets.
With the rise of health-conscious Millennials and the Generation Z population, interested in health and wellness like no other generation, the $4-billion-water-enhancer market is looking to a rebrand and a round of product development in order to attempt to capture the attention of this highly influential demographic by 2032. The rebrand of Liquid I.V. puts the firm in stride with these trends, standing alongside brands such as Kraft Heinz's Mio and PepsiCo's Propel Fitness Water. Strategic updates of the Liquid I.V. brand display a keen eye at all times to make sure they remain relevant to a market that is constantly in flux. Liquid I.V.'s rebrand is more than just visual—it's a strategic move that lights up the brand with the vision to align with the wants of consumers in the area of hydration, both today and into the future.
