Liquid I.V. and Zambezi Take Over Times Square for I.V. O’CLOCK

At 4 PM on June 4th, Liquid I.V. and full-scale independent agency Zambezi launched I.V. O’CLOCK: a campaign that brought hydration front and center with a massive Times Square takeover that featured 50 robots delivering Liquid I.V. to surprised passersby in a choreographed dance.

Minutes before 4 PM, an error message across Times Square billboards brought everyone to a quiet pause, before revealing that at 4 PM, it was officially I.V. O’CLOCK—time to hydrate! Simultaneously, I.V. O’CLOCK rolled out on social media across Liquid I.V.'s global markets.

“At Liquid I.V., we don’t just dial into the trends—we set them,” said Aaron Jones, Vice President of eCommerce and Media. “With I.V. O’CLOCK, we brought the energy and buzz of our brand to the heart of New York City—Times Square—to turn heads to focus on hydration at a critical time of day, 4 PM. But it’s not just about grabbing attention; it’s about creating unforgettable moments that spark curiosity, build connection, and remind people that hydration can be as fun and innovative as it is essential.”

For 30 minutes, Liquid I.V. owned one of the most trafficked locations in the world, with 30 boards that were coordinated to work together creatively across three acts. The final, and enduring, message is that Liquid I.V. could authentically own a human truth, the 4 PM slump, and reimagine that time of day as a moment to hydrate.

The activation also met the brand’s impact goal of saving plastic by giving away free samples with reusable water bottles and leveraging the Hope Hydration water station. A team of influencers like @dudewithsign helped create additional excitement and reach.

Redefining the 4 PM Afternoon Slump

Liquid I.V. created the hydration category a decade ago, proving it provides hydration faster than water alone for up to 4 hours and making it the perfect hydration solution for fighting off that late-afternoon dip. That means it was time to make a big impression as the faster and better way to hydrate. 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 4 PM 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 4 PM. But why exactly 4 PM? 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.

I.V. O’CLOCK Continues All Summer Long

The experience marked the official kickoff of Liquid I.V.®’s Summer 2025 campaign, anchored in the insight that dehydration is a major culprit behind the afternoon energy crash. With media handled by Scale by Zambezi, the I.V. O’CLOCK creative concept has since worked seamlessly across multiple marketing channels, especially social, and was also reinforced with an integration on Peacock’s hit series, Love Island USA, which premiered on June 3, the day before Liquid I.V.’s activation. Contestants in the villa enjoyed Liquid I.V. during the show with pause ads running exclusively on Love Island USA. The brand continues to show up even after the sun has set on Love Island via OOH and digital on Peacock, Hulu, and YouTube.