Inside Liquid I.V.’s RTD Rugpull
If you saw Liquid I.V.’s social media posts last week and thought the brand was venturing into RTDs, you aren’t alone.
But as it turns out, the reveal-turned-fakeout was the Unilever-owned brand’s way of teasing its deeper presence in the energy drink category with the launch of Energy Multiplier Sugar Free stick packs. Available in two flavors – Strawberry Kiwi and Blackberry Lemonade – each stick delivers 100mg of caffeine and 200mg of L-theanine to support mood and mental clarity.
So why the cans on social media? The stunt was designed to highlight Liquid I.V.’s conscious choice to stick (pun intended) to its flagship format to “elevate the vitality of people and the planet,” explained Stacey Andrade-Wells, the brand’s chief marketing officer. By forgoing cans, Liquid I.V. uses 93% less packaging, lowering shipping-related carbon emissions.
“We’ve gotten the question for a very long time about whether or not Liquid I.V. is going to launch an RTD beverage. When we were getting ready to launch our new Energy Multiplier Sugar Free line, we thought, ‘What better way to engage in conversation with our community than pretend we’re going to market with a can?’” said Andrade-Wells, adding that many followers clocked the rugpull as “iconic behavior” in the comments section of the social media posts.
The new product was primarily the result of consumer demand for a healthier, more hydration-focused energy product. In a recent study, Liquid I.V. found that 92% of Americans are seeking hydration, focus and energy without the jitters. Additionally, the stick packs make the product easier to carry, an attribute 70% of Americans find most appealing in an energy drink, according to the study.
Liquid I.V. first dipped its toes into the energy category in 2019 with the introduction of Hydration Multiplier + Energy, which is currently available in four flavors: Blackberry Peach, Lemon Ginger, Mango Tamarind and Yuzu Pineapple. Each stick has 100mg of caffeine.
Coinciding with the launch of Energy Multiplier is this quarter’s LIV5 influencer campaign, featuring Cyrus Veyssi, Desi Perkins, Desmond Scott, Quenlin Blackwell, and Venus Williams. According to Andrade-Wells, some of these individuals will attend an immersive pop-up for the Energy Multiplier, dubbed the “Liquid I.V. Bodega,” which will take place during this year’s New York Fashion Week.
The experience will allow consumers to enter the bodega where they experience what it feels like to consume a traditional energy drink – “the glitch” – before passing through a secret gateway to “the good grocer,” where they can sample Energy Multiplier.
“Live activation is core to the DNA of this brand. From an activation standpoint, it operates at this amazing intersection of brand strategy and culture,” said Andrade-Wells. “Bodegas are one of the most common retail outlets for energy beverages, so it makes perfect sense to take over and build our own version.”
Looking ahead, Liquid I.V.’s number one priority for the back half of the year is to build out this new platform. That includes rolling out Energy Multiplier to retailers like Target, Costco, Sam’s Club, Walgreens, Albertsons and Wegmans, among others.
“If you look back to 2012 when [the brand] was first being created, the category was lacking [any] functional innovation and we had an opportunity to disrupt the category. I think we’re in a very similar dynamic right now within the energy space, where we’re bringing a completely new benefit,” said Andrade-Wells.
Mountain Dew Partners with Brain Dead
Hot on the heels of its collaboration with Trolli, Mountain Dew is teaming up with streetwear brand/creative collective Brain Dead on a limited edition drop that includes a co-branded disc golf jersey, t-shirt, shorts, socks, a disc and – most importantly, we’d argue – a limited edition collectible can.
The can features “fantasy-inspired illustrations” by Kyle Ng, featuring Mountain Dew’s signature color palette, as well as a co-branded “Dew Head” logo, reports Parade. The limited edition products can be purchased on Mountain Dew’s TikTok Shop page.
The Zero Proof Straps in for Soul Cycle Partnership
Non-alcoholic online retailer and importer The Zero Proof is ready to ride with Soul Cycle, starting with an activation in the Hamptons that will bring its non-alcoholic beverages to riders at SoulCycle’s East Hampton and The Barn studios.
Now through September 2, The Zero Proof will host pop-up tastings at the studios in the morning and afternoon. Riders can purchase products on-site, while co-branded bundles will be available nationwide online.
The co-branded bundles feature products from BRĒZ, Odd Bird, Beau Viva, Saint Viviana, Lapo’s and Guinep and start at $97.16.
Coca-Cola Tackles the Thirst of College Football
Just in time for football season, The Coca-Cola Company has released a 360-degree fall sports marketing campaign to highlight how its products can refresh fans of all kinds so they can get back to the game.
The campaign kicked off with a new TV creative, “Go the Distance,” which spotlights the “energy and commitment of those doing the thirstiest work – away team fans.” The spot features several of Coca-Cola’s NCAA partner schools, including The Ohio State University, University of Michigan, and University of Notre Dame, and will run throughout the college football season on ABC, NBC and FOX, among others.
Additionally, Coca-Cola and Coca-Cola Zero products will feature on-pack promotions that let fans enter for a chance to win prizes like custom merch, gift cards and an all-expense paid trip to see their favorite team play.
Delta Beverages Declares, ‘There’s a Delta for That’
Delta represents change, so it’s only fitting that Delta Beverages unveiled a full rebrand for its line of THC-infused beverages. The new look – which includes an updated logo, standout packaging and a vivid color catalog – coincides with the brand’s latest campaign, “There’s A Delta for That.”
Amid a shift in alcohol consumption trends, the new campaign works to destigmatize the use of cannabis and usher in a new way to enjoy adult beverages by tapping into meaningful “micro moments” from a concert pregame to a cozy bonfire, according to a press release. It includes a 360-degree digital, social and out-of-home marketing strategy that humerously nods to life’s lows and highs, whether consumers choose to sip on a 5mg Delta or a 20mg Delta.
“Not only is the modern consumer someone who puts extra thought into their next purchase, [but] they’re [also] someone who wants to feel seen by the brands they support,” said Gabriela McCoy, VP of marketing, in the release. “Delta is here to help take the edge off, and help the everyday consumer ‘tap in’ to the moment.”
Monster Energy Scores with Maxx Crosby
NFL star Maxx Crosby has joined Monster Energy’s roster of pro athletes in a new partnership that will “bring his commitment to excellence mentality and relentless work ethic to the brand’s global platform.”
The collaboration will allow Monster to tap into Crosby’s multifaceted influence – from on-field “domination” to digital content to grassroots engagement – for a partnership built on authenticity, according to the brand. The partnership will also include Monster’s participation in the annual Sack Summit hosted by Crosby.
That isn’t Crosby’s only beverage business move this week, either. He was also announced as an investor and brand partner for sports drink RECOVER 180.