Liquid I.V. “Liquid O’Clock”

In a June New York City activation, electrolyte mix maker Liquid I.V. sought to transform the dreaded 4 p.m. slump from a productivity killer into a purchase trigger. The brand launched a takeover campaign reframing this time as “I.V. O’Clock,” the moment when consumers should reach for a hydration boost to prevent headaches, fatigue and irritability. 

At 3:50 p.m., Liquid I.V. took over every Times Square billboard with synchronized “system error” screens that then flipped into branded creatives, followed by a fleet of robot carriers dispensing samples to passersby. The stunt helped position hydration as a daily ritual tied to a predictable consumer pain point, aiming to create habitual usage of the brand’s products.