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Team:
Srija Kothakonda
Leah Glass
Brand Manager
Copywriter
Strategist
Art Director
Malone Kinard-Huisinger
Cassidy Lee
The Ask:
Recommend a strategically sound and creative brand extension that expands Liquid I.V. into a new audience, category, or cultural space.
Research Methods
6
In-Depth
Interviews
TikTok
Reddit
Instagram
Social
Listening
MRI Simmons
Mintel
Statista
Desk
Research
Liquid I.V. speaks to the athletes
18-35
years old
Routine built around wellness
Consistent toward goals and gains
The Habitual Athlete
Everyday all or nothing health habits
Prioritize meal and protein balance
Track macros, calories, and personal records
Source: MRI Simmons
But a new group is using Liquid I.V for social performance, not physical
The Intentional Socialite
21-30
years old
Wellness routines fluctuate
Habits for lifestyle, not gains
Workout between life commitments
Prioritize connection and memories
Track daily steps, water intake, and sleep
Source: MRI Simmons, In-Depth Interviews
They already use Liquid I.V as a hangover cure, but don't feel like Liquid I.V speaks to them.
" I think Liquid I.V. speaks to people in the gym, people going on runs, people doing marathons. But, I see it used more by people after drinking!"
“I would say that their target audience is probably athletes. I don't think it's the drinker. I don't feel that I am part of their target audience.”
They're not reckless, they plan every detail of the night
will we Uber or can someone be the DD?
who can host the pregame?
will I drink? should I pick up a case?
"It’s like I'm like battling both sides, and I just feel disappointed, because you’re either trying to take care of yourself by going home early, but you're also trying to have fun!"
"I thought that I could still have fun and drink without worrying about responsibility too much. But more recently, I think a lot more about it. I feel a sense of guilt when I wasn’t able to do a lot because of what I did the night before."
But anticipating how they'll feel tomorrow pulls them out of the moment tonight
STRATEGY
Liquid I.V. is no longer the reactive remedy, but your proactive partner in living every moment, fully.
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4.7%
growing
Mini, shooter-style
product sales
Source: Future Market Insights, Spirits Miniatures Market, 2025
per year
More likely to use liquid supplements
30%
Source: MRI Simmons
Intentional Socialites
0% ABV
100% LI.V.
The best of Liquid I.V., with added before-you-party benefits
Transforms the brand into a, visible social accessory, rather than a used at home and thrown-away hydration packet
Shifts the brand identity from reactive "damage control" to proactive wellness enablement.
Directly accesses a new, nightlife revenue stream driven by high-spending Millennials and Gen Z.
Gain Physical Visibility
Reactive to Proactive Use
Capture $70B Market
REACH BUSINESS OPPORTUNITY
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