Liquid IV

Digital-native brands are racing to break free of their social media roots to reach a broader base of US customers. For many brands, this means betting big on sports.

You can call it a heat wave – but Liquid I.V. sees an opportunity. The Unilever-owned brand, which makes powder that gets added to water to improve hydration (and taste), began its first national branding campaign a week ago, including its first TV, OTT and out-of-home media buys.