Liquid I.V. are an American electrolyte brand looking to put roots down in the UK. They have an effervescent brand culture in the US that balances the efficacy of the product while tapping into sharp, observational human truths. The same tonality was needed to build saliency with a British audience, bringing to life different cultural nuances. Since last year, Liquid I.V have increased their availability in key retailers and are looking to make a big splash in 2025. We were brought on to bring their TOV to life across key OOH moments across the year with creative copywriting. The London Marathon is an ultimate moment to promote hydration to a receptive audience and obvious fit for the brand.