Liquid I.V.'s Super Bowl Ad: Where Potty Humor Meets Hydration Awareness
The latest commercial from Liquid I.V., an electrolyte drink mix company, aired during NBC's Super Bowl LX and caused a stir with its unconventional approach to promoting hydration. The 30-second ad features a series of toilets and urinals singing about the importance of examining urine color to ensure proper hydration. Yes, you read that right – toilets and urinals singing a power ballad. The ad is part of Liquid I.V.'s effort to raise awareness about the importance of hydration and encourages viewers to "look at their pee" in a bid to inspire behavior change.
According to Stacey Andrade-Wells, the company's chief marketing officer, the concept was intentional, aiming to differentiate itself from other health and wellness brands that often rely on celebrity talent. By focusing on creativity rather than name recognition, Liquid I.V. is trying to avoid what Andrade-Wells calls "celebrity fatigue." The ad agency Anomaly was tasked with developing an idea that would stand out in a crowded pool of Super Bowl advertisers.
While the concept may seem unusual, it has been well-received by critics and fans alike. The commercial's success can be attributed to its ability to walk a fine line between humor and seriousness. Potty humor is often considered off-limits for family-friendly audiences, but Liquid I.V.'s approach avoids alienating viewers by framing the message as a lighthearted reminder rather than an explicit call-to-action.
Liquid I.V. has partnered with various organizations and brands to promote its message further, including barroom bathrooms in San Francisco and the homes of NFL teams like the Seattle Seahawks and New England Patriots. The company has also declared Monday "National Rehydration Day" and arranged for its products to be delivered through a partnership with DoorDash.
The ad's impact on brand awareness cannot be overstated. According to Andrade-Wells, Liquid I.V. currently boasts about 37% national awareness as a brand and 18.5% household penetration. With this Super Bowl commercial, the company is poised to take its message to an even wider audience, potentially changing behavior and inspiring hydration habits in millions of Americans.
As for the ad's reception, opinions are divided. Some viewers have expressed confusion or annoyance at the ad's unusual premise, while others have appreciated its creativity and message. Regardless of individual reactions, it is clear that Liquid I.V.'s Super Bowl commercial has struck a chord – one that will likely be heard for years to come.
The latest commercial from Liquid I.V., an electrolyte drink mix company, aired during NBC's Super Bowl LX and caused a stir with its unconventional approach to promoting hydration. The 30-second ad features a series of toilets and urinals singing about the importance of examining urine color to ensure proper hydration. Yes, you read that right – toilets and urinals singing a power ballad. The ad is part of Liquid I.V.'s effort to raise awareness about the importance of hydration and encourages viewers to "look at their pee" in a bid to inspire behavior change.
According to Stacey Andrade-Wells, the company's chief marketing officer, the concept was intentional, aiming to differentiate itself from other health and wellness brands that often rely on celebrity talent. By focusing on creativity rather than name recognition, Liquid I.V. is trying to avoid what Andrade-Wells calls "celebrity fatigue." The ad agency Anomaly was tasked with developing an idea that would stand out in a crowded pool of Super Bowl advertisers.
While the concept may seem unusual, it has been well-received by critics and fans alike. The commercial's success can be attributed to its ability to walk a fine line between humor and seriousness. Potty humor is often considered off-limits for family-friendly audiences, but Liquid I.V.'s approach avoids alienating viewers by framing the message as a lighthearted reminder rather than an explicit call-to-action.
Liquid I.V. has partnered with various organizations and brands to promote its message further, including barroom bathrooms in San Francisco and the homes of NFL teams like the Seattle Seahawks and New England Patriots. The company has also declared Monday "National Rehydration Day" and arranged for its products to be delivered through a partnership with DoorDash.
The ad's impact on brand awareness cannot be overstated. According to Andrade-Wells, Liquid I.V. currently boasts about 37% national awareness as a brand and 18.5% household penetration. With this Super Bowl commercial, the company is poised to take its message to an even wider audience, potentially changing behavior and inspiring hydration habits in millions of Americans.
As for the ad's reception, opinions are divided. Some viewers have expressed confusion or annoyance at the ad's unusual premise, while others have appreciated its creativity and message. Regardless of individual reactions, it is clear that Liquid I.V.'s Super Bowl commercial has struck a chord – one that will likely be heard for years to come.
. I mean, who expects toilets and urinals to break into song about hydration? At first, I thought it was gonna be super cringy but... the more I think about it, the more I get it. It's like they took a risk that paid off - not everyone will laugh or be grossed out, some people will just appreciate the creativity 
. And honestly, if it gets people thinking about their pee and wanting to stay hydrated, then mission accomplished 
. The ad agency must've done something right, because I'm definitely gonna remember this one for a while now 
.
this super bowl ad had me laughing out loud but also kinda made sense? i mean who doesn't know the importance of checking their pee when you're dehydrated lol, but at the same time it was like toilet urinals singing a power ballad 
. it's weirdly refreshing to see someone trying something different from the usual celebrity endorsements. and props to liquid iv for partnering with door dash to deliver their products - that's some convenient hydration on the go 
but do we really need potty humor to make it stick? still, i guess it's kinda clever how they avoided alienating people with a lighthearted vibe. now that liquid iv is getting more exposure, maybe they can actually deliver on their promise of making rehydration day a thing 
! i mean who wouldn't wanna look at their pee 
? it's like liquid iv finally found its voice 
and isn't afraid to get a little weird 
. the toilets and urinals singing together is literally the most genius thing i've ever seen 
. it's not just a funny ad, it's also super smart marketing 
. the brand awareness is insane 
and it's cool that they're partnering with organizations to spread the message 
.
. hydration is so important 
especially in this crazy world we live in 
. but overall, liquid iv nailed it 
and i'm loving their new vibe 
. can't wait to see what they come up with next 
!