Expand Liquid I.V.'s relevance beyond sport by embedding the brand into everyday cultural moments - from run clubs to festivals to Ramadan - through community-led creator storytelling.

With 65% of Brits not drinking enough water (Source: Liquid I.V. survey), we repositioned Liquid I.V. from a functional hydration product into a culturally relevant wellness staple. By embedding the brand into festivals, run clubs, Ramadan routines and creator lifestyles, Liquid I.V. became part of the moments people actually care about - turning hydration into a social and cultural ritual, not just a product benefit.