The latest marketing effort from Liquid I.V. is aimed at connecting with live music fans and workout enthusiasts.

The Unilever brand is looking to build momentum in the Canadian market in its second summer of availability north of the border.

Liquid I.V. will pop up at Toronto’s Budweiser Stage during select concerts this year until October 1. The hydration brand also activated and sampled at Calgary’s Badlands Festival from July 4 to 14, and at Festival d’été de Québec from July 12 to 14. It will appear this weekend at Reggae on the Mountain​ in Blue Mountain, Ontario, as well.

“Trial is one of the key aspects of Liquid I.V.’s success,” says Courtney Dodds, brand manager for Liquid I.V. Canada, telling strategy the brand is doubling the number of samples it distributed in 2023, targeting one million samples in 2024. The brand is increasing its work in this way through cultural partnerships, festival activations, influencer engagement, digital campaigns, contesting and community sampling.

This month, Liquid I.V. joined forces with HIIT/interval training gym chain Barry’s, to provide free samples of Liquid I.V.’s Hydration Multiplier post-workout at locations nationwide.

It also hosted a special Barry’s class in Toronto and for influencers, giving out various merch.

“Barry’s was such a great fit for us because they align perfectly with one of our key usage occasions: performance,” Dodds says. “The partnership was an incredible opportunity to showcase to the fitness community how Liquid I.V. can help fuel their workouts through hydration and reach their full potential.”

It is also offering hydration explainers via a strategic partnerships with media outlets including Curiocity and Explore, and on-air expert broadcast tours – rather than traditional TV spots – with lifestyle influencer Richard Cazeau discussing how to integrate the product into existing wellness routines.

“Later this year, we’ll also be partnering with City Shred on their West Coast Shred event to provide athletes with a hydration boost during the workout and via social media contesting,” Dodds says.

Last year, Liquid I.V. came to Costco, the first brick-and-mortar touchpoint in Canada for its  lineup.

It is now offering an exclusive-to-the-retailer LTO Popsicle Firecracker Hydration Multiplier, which launched in the Canadian market mid-June and is inspired by summer nostalgia.

Dodds says the brand’s approach to its Costco partnership strategically incorporates timely in-store sampling opportunities alongside exclusive limited-edition flavours. She says the enthusiastic reception in Canada thus far, has enabled Liquid I.V. to grow its footprint into major retailers nationwide and attract new customers.

“We’re building a community of brand fans, both on-the-ground and in the digital world, who are passionate about the importance of hydration to feel at your peak every day,” Dodds says.

Ketchum PR is responsible for driving overall strategy, creative, influencer relations, earned media and brand partnerships. Salt XC is spearheading all experiential marketing. PHD Media manages paid media and U-Studio leads Liquid I.V.’s organic social media content.