Liquid I.V. Goes National in Australia With Four-Agency Village

Liquid I.V., which calls itself the world's number one powdered electrolyte hydration brand, has launched nationally in Australia — and it didn't use one agency. It used four.

Mindshare handled media, Hello took creative, social and influencer, FleishmanHillard ran earned media and OOH art direction, and The Live Agency covered experiential and sampling. The connected campaign spans earned media, screens, out-of-home, social and experiential, all in service of making the brand's hydration science, in its own words, impossible to ignore.

What's the strategic hook?

The media strategy, led by Mindshare, is built on what the agency calls a simple tension: people experience fatigue, low energy and a lack of focus without recognising dehydration as the cause. The platform, 'Living in Plain Sight', makes that invisible problem visible in the moments where hydration matters most.

The research-led earned component, The Hydration Gap, digs into Australians' hydration habits, knowledge gaps and misconceptions. The campaign opened on the Today Show, where accredited nutritionist Jacqueline Alwill unpacked new Liquid I.V. research showing how often Australians miss daily hydration targets and overlook blind spots like busy workdays, errands and travel.

Harrison Power, Marketing Manager at Liquid I.V., said: "Australians understand that hydration matters, but our research shows good intentions aren't always translating into consistent everyday habits. With Liquid I.V. now reaching more Australians, we want to help close the Hydration Gap by combining functional hydration science with communications that make hydration relevant, entertaining and culturally engaging."

He added: "Our ambition is to make the science of hydration impossible to ignore, while making effective hydration easier to access in everyday life."

Where will Australians see it?

Plenty of places. The global creative platform 'You Wanted. We Scienced It.' introduces Sugar-Free Hydration Multiplier, which the brand says is clinically proven to provide longer-lasting, superior hydration compared with water alone.

The OOH plan is loud by design:

• Premium large-format placements and dynamic creative
• Retail OOH nationwide
• Sydney tram wraps
• A hero 3D activation on Melbourne's Bourke Street
• Connected video, social and experiential support

Sam Clarke, Connections Planning Director at Mindshare, said: "This is much more than a media launch. We're transforming some of Australia's most visible environments into unmistakable Liquid I.V. moments. Every channel has a clear role: out-of-home builds fame, creators and experiences spark conversation and trial, and commerce converts attention into purchase."

Who fronts it?

Two new brand ambassadors: eight-time world surfing champion Steph Gilmore and media personality Tommy Armour. The pair star in a social-first content series filmed at URBNSURF Sydney, testing the Sugar-Free product's longer-lasting hydration claim and channelling the brand's "culture meets science" personality.

The idea then went physical. Gilmore hosted the World's Longest Surf Lesson — a four-hour session at Kirra Beach on the Gold Coast — drawing a none-too-subtle line between the product's longer-lasting hydration credentials and the ability to keep going.

What's behind the push?

Distribution, mostly. The campaign supports the brand's broader ambition to build awareness and trust while expanding across grocery, petrol and convenience, airports and digital commerce. That growth has a local manufacturing story attached: Liquid I.V. is made in Sydney, where production capacity has doubled thanks to a new automated stick manufacturing and packaging line.

The client team also includes Brand Manager Blas Lamberti. On the agency side, Hello's leadership spans CEO & Partner Sam Kelly, ECD Dan Fryer and Head of Talent Mary Chbib, while FleishmanHillard's OOH creative came under Executive Creative Director Russ Tucker.

A four-agency village, a doubled production line and a champion surfer on a Gold Coast beach. Someone at Liquid I.V. clearly believes hydration is a scale business.