{"id":22235,"date":"2025-05-04T14:11:49","date_gmt":"2025-05-04T14:11:49","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22235"},"modified":"2025-05-04T14:11:50","modified_gmt":"2025-05-04T14:11:50","slug":"liquid-i-v-is-giving-its-marketing-an-f1-injection","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22235","title":{"rendered":"Liquid I.V. is giving its marketing an F1 injection"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">It\u2019s shaping up to be a hot one in Miami this weekend.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">That could be good news for Liquid I.V., which for the second year in a row is serving as the electrolyte drink mix and \u201cfunctional hydration partner\u201d of Sunday\u2019s Formula 1 Grand Prix taking place in the city.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Liquid I.V.\u2019s hydration sticks are meant to help athletes (and anyone in need of hydration, like, say, people with hangovers) replenish their electrolytes, making Miami\u2019s already hot and humid climate and an event featuring athletes who are known to lose a lot of water during races an ideal opportunity for the brand to tell its story and get product into people\u2019s hands, CMO Stacey Andrade-Wells said.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">\u201cThe more we can offer that experience [of using Liquid I.V.] to people in real time when they\u2019re dehydrated, we\u2019re far more likely to convert them to loyal users of the brand,\u201d Andrade-Wells told Marketing Brew. \u201cFor 2025, our big theme is we\u2019re going bigger, we\u2019re going better.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-d254fb16-8 hACnwb\">Stick the landing<\/h2>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Last year, Liquid I.V. introduced its field marketing initiative at the Miami Grand Prix, where brand ambassadors handed out samples during race weekend and at subsequent events like college sports games, marathons, and pickleball tournaments, Andrade-Wells said. Since then, the brand has \u201cscaled it out quite significantly,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">During the weekend of the Miami Grand Prix last year, Liquid I.V. ambassadors handed out 190,000 sticks around the city, according to Andrade-Wells. This year, the goal is to hand out a quarter of a million, she said.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">In addition to the giveaways, Andrade-Wells said brand awareness is a major KPI for the two-year partnership, which is now in its second year. Given the growing US audience for F1, she said she\u2019s looking to build brand equity not just in Miami, but across the country. That audience includes an increasing share of women, which was part of what made the partnership attractive to the Liquid I.V. team; more than half of the brand\u2019s customers are women, Andrade-Wells said.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">\u201cProfessional racing has just become such a cultural phenomenon,\u201d she said. \u201cIt\u2019s this really interesting intersection of sports, entertainment, and hospitality, and for us, it created an opportunity to position Liquid I.V. as a frontrunner in that space.\u201d<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">With last year being Miami\u2019s hottest May on record, Liquid I.V. was able to demonstrate how its product works\u2014not only for professional athletes, but also for the pit crews, workers, fans, and broader Miami community who were sweating it out.<\/p>\n<h2 class=\"dist__StyledText-sc-d254fb16-8 hACnwb\">Heating up<\/h2>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">This year, Andrade-Wells said Liquid I.V. is turning up the heat. Beyond upping the ante on sampling, the brand is making a few other adjustments for this year\u2019s race weekend. For one, Andrade-Wells\u2019s team is focused on highlighting the science behind the product, with \u201cfar more of an immersive sensory experience\u201d that shows people how Liquid I.V. helps with dehydration, she said. Liquid I.V. also created a co-branded product with F1 for the first time, Andrade-Wells said, an \u201cmystery flavor\u201d with F1 branding that\u2019s available online and that race attendees will be able to taste over the weekend.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-14f00b84-1 jysDZg inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">The brand team is looking to make the F1 experience accessible to fans who aren\u2019t on the ground, too. In an effort to do that, the brand is creating behind-the-scenes social media and influencer content with partners including Williams driver Alex Albon and former Haas principal Guenther Steiner.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">\u201cIf you\u2019re at home and you\u2019re enjoying F1 digitally, we want you to be able to see what it\u2019s like on the grounds,\u201d Andrade-Wells said.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">But one F1 fan will get to experience race weekend in person. After someone spent the past year commenting on Liquid I.V.\u2019s social posts asking for the chance to attend, the brand opted to cover expenses for her and a plus-one to come to Miami, Andrade-Wells said.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">Though this weekend marks the end of Liquid I.V.\u2019s deal with the Miami Grand Prix, the brand isn\u2019t done with F1 for the year, as it\u2019s off to the Las Vegas Grand Prix in November. Andrade-Wells said she\u2019s not quite sure exactly how Liquid I.V. will show up at that race yet, but hinted that it will be \u201cvery similar to our approach to Miami.\u201d After that, Liquid I.V. doesn\u2019t have any further F1 deals locked in just yet\u2014but that doesn\u2019t mean motorsport fans have seen the last of the brand.<\/p>\n<p class=\"dist__StyledText-sc-d254fb16-8 jrWebZ\">\u201cWe are committed to continuing to focus on sports partnerships as a key space within our marketing strategy,\u201d Andrade-Wells said. \u201cThe environment is changing so quickly that it\u2019s hard for me to commit to something right now. I think we\u2019ll have to see how Year 2 goes.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/05\/02\/liquid-iv-f1-miami-grand-prix?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s shaping up to be a hot one in Miami this weekend. That could be good news for Liquid I.V., which for the second year in a row is serving as the electrolyte drink mix and \u201cfunctional hydration partner\u201d of Sunday\u2019s Formula 1 Grand Prix taking place in the city. Liquid I.V.\u2019s hydration sticks are [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22236,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22235","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Liquid I.V. is giving its marketing an F1 injection | Brandiary<\/title>\n<meta name=\"description\" content=\"It\u2019s shaping up to be a hot one in Miami this weekend.That could be good news for Liquid I.V., which for the second year in a row is serving as the\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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