Liquid I.V.
I.V. O’CLOCK
Liquid I.V. Turns the Afternoon Slump Into a Time to Hydrate With I.V. O’Clock
Liquid I.V. created the hydration category a decade ago, and it was time to make a big impression as the faster and better way to hydrate. So to kick off summer, with days getting longer and a desire to pack them full of fun, we introduced I.V. O’CLOCK, the antidote to the 4PM slump.
As the afternoon wears on, our energy dips, largely due to hydration. So we set out to flip the script to turn afternoon fatigue into an afternoon refresh, and create a habit of hydration at 4PM. But why exactly 4PM? Because IV translates to four in Roman numerals. Rebranding 4 o’clock to I.V. O’CLOCK creates the official time for some Liquid I.V. and your daily reminder to hydrate and power through the rest of your day.
With a creative media strategy led by Scale by Zambezi, I.V. O’CLOCK kicked off at Times Square with an out-of-home takeover and activation. As 4PM approached, Times Square billboards went dark with an “error” message before revealing that the clock had struck IV and it was time to hydrate. With a team of 50 robots descending to deliver Liquid I.V., the choreographed sequence brought refreshed hydration right into the hands of passersby.
Liquid I.V. also brought I.V. O’CLOCK from reality to reality TV in a media integration by Scale with Peacock’s hit series Love Island USA. Season 7 featured Liquid I.V. at the contestants’ villa for the cast to enjoy, with pause ads running on CTV encouraging viewers to hydrate. The campaign continued throughout summer via programmatic and OOH, reminding everyone that 4PM is now I.V. O’CLOCK, the time for optimal hydration.
