Liquid I.V. Bodega

During NY Fashion Week, Liquid I.V. transformed an iconic NYC bodega into a disruptive brand experience encouraging consumers to ditch the glitch, leave the jitters, and embrace a better-for-you energy solution. The activation featured GLITCH GROCER and GOOD ENERGY GROCER, guiding visitors from crash-prone energy to hydration-based fuel. Guests also enjoyed product sampling, nostalgic games, and exclusive prizes.

Challenge:
Create an experience to shift the habits of RTD (ready-to-drink) energy consumers by disrupting their reliance on traditional, crash-prone drinks and showcasing Liquid I.V.’s better-for-you benefits. The goal was to convince them to try Liquid I.V. Energy by overcoming skepticism and re-educating them on real, sustained energy. This meant highlighting a formula rooted in hydration, powered by clean ingredients, and free from artificial sweeteners. The task wasn’t just introducing a new product—it was changing minds and building trust, proving Liquid I.V. is both a hydration multiplier and an energy powerhouse.

Solution:
Our team tackled the challenge by developing a strategic approach that addressed the common pain points—the glitch—faced by RTD energy drink consumers: crashes, jitters, and artificial ingredients. We positioned Liquid I.V. SF Energy as the better-for-you alternative, highlighting its key hydration benefits through different activation points within the Bodega. Through targeted messaging and immersive brand experience, we showcased the product’s ability to deliver Social Stamina, Focus, Better Mood, Physical Energy, and lasting Hydration, reframing energy as a cleaner, more functional choice for everyday needs.

Results:
* 1,521 Attendees
* Celebrity/Creator Attendance:
* Jeff Staple (Clothes/Merch Partnership)
* Amaya Espinal
* Seth Phillips
* Chriselle Lim
* Miguel Harichi
* Desmond Scott
* Cyrus Veyssi
* Law Roach
* Hannah Bronfman
* Brenan Fallis
* Cyrus Sandoval
* Michelladonna
* Olamida Olowe