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Backfill · 2021

#120 of 315

Liquid IV Hydration Mix

seq 2
PragmatistNew product/launchhealth_wellnessfascination
brand strategy
Basic NeedsNoticingFeeling HopefulActionGroup Security5/9
Liquid IV
ImagePress/product shot

Press shot: A box of Liquid IV hydration packets in Lemon Lime flavor alongside a glass of mixed product in yellow-green, with individual foil packets scattered on a white surface.

112 words

Liquid IV makes a hydration powder that you add to water. The product positioning straddles the line between sports drink and wellness supplement , and it appeals to college students who want to feel like they are doing something healthy without the sugar of Gatorade. The science behind it's called Cellular Transport Technology, which uses a specific ratio of glucose, sodium. Potassium to accelerate water absorption in the small intestine. While I can't evaluate whether the science is real, the product does make me feel more hydrated than water alone after a long night or a workout. Branding is bright and clean, with single-serve packets in a box that looks more like a supplement than a sports drink. Flavor names like Lemon Lime and Passion Fruit are standard enough that you know what to expect.