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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