“Music is such a dynamic thing,” Andrade-Wells said. “It’s often something that you’re physically moving your body when you’re listening to it. From a usage occasion and a brand strategy standpoint, it has always been a really big anchor in what we do.”
The FLOW partnership goes beyond a simple sponsorship. Liquid I.V. will exclusively launch the band’s next single, “Remedied,” ahead of the full album release in July.
Science-driven but accessible
For a science-backed product, Andrade-Wells is deliberate about keeping its message accessible and never preachy.
Liquid I.V.’s formula is grounded in clinical research, she said, but consumers don’t want the technical details. Setting the spot at a sweltering outdoor wedding offered a relatable, low-key way to show how dehydration can sneak up on you.
Andrade-Wells also noted that the brand’s sugar-free line took two years of R&D to develop an allulose blend that meets Liquid I.V.’s hydration standards. (Sugar is, it turns out, an essential component of effective hydration.) With Sugar-Free Ring Pop Cherry, the goal is consumer trust, without requiring them to understand the science.
“It’s our responsibility as a brand to communicate from a place of very high integrity on the scientific rigor and be able to present that in a way that’s easily digestible, very understandable, and that instills trust that they are buying the best possible product,” she said.
That “every person” ethos is also why Andrade-Wells steers away from professional athlete partnerships, a staple of traditional sports drink marketing.
“We exist to elevate the vitality of people on the planet,” she said. “There’s just so many other life moments where hydration can play a really essential role, and that is the story we’ve been trying to tell consumers for the last several years.”
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