Gen-Z, Millennial Opps: Liquid I.V. rolls out first sugar-free product

Sales lead: Reach out if you can help this company promote its new drink mix.

  • Liquid I.V. just launched a new drink mix called Hydration Multiplier Sugar-Free.
  • It will be available in Lemon Lime, Green Grape, and White Peach.
  • The sugar-free mix uses allulose as a sweetener. 
  • To promote the launch, Liquid I.V. will provide samples at festivals such as Rolling Loud and Outside Lands. 
  • It will also utilize partnerships and experiential marketing. 

Target demographic: Gen-Z & millennials

The company will likely: 

  • Continue investing in product innovation
  • Release fresh creative or launch an ad campaign to advertise the new drink mix
  • Keep ramping up digital ad spend

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • YTD spend: Liquid I.V. has not allocated any budget toward national TV ads so far this year. 
  • 2021-2022 spend: It spent around $917.7k in this channel in 2022.
    • It did not air any ads in 2021. 
  • 2022 ad programming: It placed ads during NFL Football.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Liquid I.V. spent about $9.7m on digital display ads YTD, a 41% increase from $6.9m spent in this channel during the same time period of 2022.
  • YTD data: 1.3b impressions via Instagram (43%), Facebook (42%), and YouTube (14%). 
  • 2021-2022 spend: Full-year spend increased by 25% from $13.2m in 2021 to $16.5m in 2022. 
  • Ad location: It placed 100% of these ads directly onto sites such as,,,, and 

Additional channel insights  

  • Top podcasts sponsored: Crime Junkie, Morbid, The Dan Le Batard Show with Stugotz, The Jordan Harbinger Show, and The Michael Knowles Show.

Agency analysis:

  • Opportunity: You may be able to pick up some of Liquid I.V.'s business as it only works with one agency at this time.
  • Current roster:
    • Tinuiti: digital & programmatic AOR

Insight Sources: TV spend insights estimated by iSpot; digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser