Unilever brand Liquid I.V. aims to increase its offering in Canada with the launch of a new hydration-boosting electrolyte drink mix, which includes a new flavour option, Golden Cherry.

Courtney Dodds, brand manager for Liquid I.V. Canada, tells strategy that the flavour launch is timely, as proper hydration is becoming a priority for Canadians, according to research. “When we think of the need to hydrate, we often associate it with the summer heat, but a survey we conducted last year found that 65% of Canadians drink less water in the winter, and half of them feel it’s harder to stay hydrated during the colder season,” Dodds says.

Golden Cherry was also one of the most in demand flavours in Canada online, and it’s one of the brand’s most popular products in the U.S., Dodds points out. “We wanted to make sure we brought another iconic flavour to the market, and through our consumers studies, we saw that cherry ranked as one of the highest preferred flavours.”

Since its 2023 launch in Canada, Dodds says the brand’s priority has been to introduce new flavours to expand its presence. Liquid I.V. came to Canada in 2023 with the rollout of its Lemon Lime flavour at Costco, and has since expanded to Amazon, Walmart, Loblaws and Jean Coutu in Quebec. According to Dodds, the good reception in Canada so far has allowed them to expand to major retailers across the country and attract new customers.

To promote the new flavour, Liquid I.V. is leveraging strategic paid partnerships with influencers, engaging organic content for brand-owned social channels, earned editorial opportunities and sponsored partnerships. This month, Canadians will also be able to sample Golden Cherry at Sweat and Tonics locations in Toronto. In addition, the brand will be present at Montreal’s Igloofest with an activation featuring games and samples.

Ketchum handles creative, strategy, influencer relations, earned media and brand partnerships. Salt XC leads all experiential marketing, while Initiative manages paid media and U-Studio organic content on social media.