Liquid I.V. Taps TRO to Hydrate the Nation for Second Year Running

Hit hydration brand, Liquid I.V.® has once again partnered with experiential agency, TRO, to launch a dynamic sampling campaign across key cultural events this summer.

Building on the success of their 2024 activity, in collaboration with fellow Omnicom agency, Ketchum, the campaign aims to elevate brand engagement even further, targeting moments of dehydration to distribute over 2 million Hydration Multiplier sticks.

The campaign kicked off on 11th April, with Liquid I.V.® as the Official Hydration Partner at the R3 Bullpadel Cup in Bristol. Marking the first of many planned engagements across the sport and lifestyle sectors.

Liquid I.V.® will also be making a splash at major running events including the TCS London Marathon Running Show, as well as the AJ Bell Great Birmingham, Bristol, Manchester and Great North Runs – offering participants the chance to experience the hydration brand for themselves.

The campaign will conclude later in the summer with a series of eye-catching pop-ups at leading festivals and gigs including All Points East, Rockstar Energy presents Wireless, Beyonce and Oasis, where the brand will show up as hydration heroes for music fans.

Rob Booker, account director, TRO, said, “Product trial has always been an area of expertise for us, so we’re thrilled to support Liquid I.V.® again this year. We can’t wait to tap into key cultural moments to create meaningful connections with sport and music communities alike."

Jessica Hume, marketing manager, Unilever, added, “Partnering with TRO for our 2025 sampling campaign was an easy decision. They understand our brand inside and out, which made last year’s UK launch hugely impactful. We can’t wait to go even bigger and better this year and help hydrate the nation once again!”