Liquid I.V. Sugar Free Launch Campaign
With the highly anticipated launch of Liquid I.V.'s first-ever Sugar-Free line, we introduced three new flavors—SF Lemon Lime, White Peach, and Green Grape—to meet growing consumer demand. The campaign leveraged Liquid I.V.'s signature bold colors alongside vibrant SF accent hues, refreshing water cues, and fruit-forward visuals to bring the new line to life across every touchpoint.
Challenge
Consumers had been vocal about wanting a sugar-free option from Liquid I.V.—but none existed. The challenge was to launch an entirely new product line from the ground up, while matching the bold, energetic identity the brand had already built, and making the launch feel like a cultural moment consumers couldn't ignore.
Solution
We created an unmissable, multi-channel campaign built around vibrant visuals, irresistible copy, and in-your-face OOH billboards that announced the Sugar-Free line's arrival with full force. From bright color palettes to delicious pops of fruit imagery, every element was crafted to prove that going sugar-free never meant sacrificing flavor.
Result
The Sugar-Free line launched to overwhelming success, resonating strongly with consumers who had long awaited its arrival. The momentum from the campaign has since propelled the line's expansion into six additional flavors, cementing Sugar-Free as a cornerstone of the Liquid I.V. portfolio.
