Sunday, June 11, 2023

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    Liquid IV spends more in ads to reach Gen Z, millennials

    Liquid IV, an electrolyte drink mix brand, is expanding its ad budget as it shifts its brand messaging to reach Gen Z and millennials.

    The company is one among many brands chasing the two demographics, using influencer marketing to seem relevant and authentic in the channels Gen Z and millennials occupy.

    Last summer, Liquid IV marketed its product as a high performance sports beverage, but the company found that too many people did not relate to it. Instead, this year, the focus will be on hydration, said Stacey Adrade-Wells, vice president of marketing at Liquid IV.

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