Liquid I.V. Enters the Field as Super Bowl Embraces Wellness
Liquid I.V. says, “On the biggest stage in American sports, we’re showing up to remind the world that hydration isn’t optional. It’s essential.”
Some are already dubbing this year’s Super Bowl a kind of “wellness bowl,” given the increasing amount of health-focused brands that have started shelling out for Big Game spots over the last few years. Among the health-related newcomers making their Super Bowl debut this year are Novo Nordisk, Ro and Liquid I.V.
For Liquid I.V., the Big Game moment is part of a much broader brand-building strategy.
“We’re here to flip the script on what wellness looks like in culture,” said Stacey Andrade-Wells, Chief Marketing Officer at Liquid I.V. “On the biggest stage in American sports, we’re showing up to remind the world that hydration isn’t optional. It’s essential.”
Liquid I.V. tapped KPop Demon Hunters star Ejae to tease its upcoming spot, though she won’t appear in the final 30-second ad airing on game day. The brand says the creative will be “a wake-up call for everyone, from the players and coaches on the field to the fans cheering in the stands or from the comfort of their home. Hydration is stepping onto the field to deliver the game-winning play for Liquid I.V.”
While Liquid I.V. may be new to the Super Bowl, it’s not new to TV.
Across the past year, the brand ranked fourth in household ad reach within the energy and sports drink category, capturing a 7.58% impressions share of voice, according to iSpot. The space remains dominated by Red Bull (35.55% SOV) and Gatorade (33.34%), with Celsius in third place (8.05%).
One of its most widely seen commercials over the last year is “Your Everyday Sidekick.” According to iSpot Creative Assessment data, the ad performed above industry averages for information, relevance, desire and attention, with 29% of surveyed viewers naming the product itself as the “single best thing” about the spot. The appeal lies in its straightforward value proposition: When water isn’t enough, Liquid I.V. delivers zero-sugar hydration designed for life on the go.
As health brands increasingly claim space on the Super Bowl stage, Liquid I.V.’s debut reflects a broader shift. Wellness isn’t just adjacent to the Big Game this year — it’s becoming part of the main storyline.