Liquid I.V. made its Crescent Street Grand Prix Festival debut in Canada, targeting the burgeoning young and female Formula 1 (F1) fanbase at an event where long lines and hot days can lead to dehydration. According to the company’s internal research, younger fans are especially likely to report being dehydrated, presenting a key opportunity for the Unilever brand to showcase its products and shift consumer perceptions around effective hydration.
Over the weekend, attendees at Montreal’s Crescent Street Grand Prix Festival were invited to fuel up, refresh and learn about the importance of optimal hydration at the Liquid I.V. Hydration Station. The activation also featured an interactive Pit Stop Challenge, where fans were able to test their racing skills while sampling Liquid I.V.’s hydration products.
Liquid I.V.’s hydration push extends beyond the F1 circuit, with sampling activations also taking place at top concerts and festivals, including the Budweiser Stage in Toronto; the Badlands Music Festival in Calgary; and Fvded in the Park in B.C.
Ketchum is driving overall strategy, creative, influencer relations, earned media and brand partnerships. Salt XC specializes in experiential marketing, with Initiative handling paid media and VaynerMedia responsible for organic social content.
Courtney Dodds, brand manager for Liquid I.V. Canada, tells MiC that the brand’s ultimate goal is to drive awareness and adoption, making its Hydration Multiplier the go-to option for Canadians. To achieve this, Liquid I.V. is leveraging high-energy events, such as Montreal’s Igloofest music festival earlier this year, where the brand set up a Hydration Lodge booth to promote its Golden Cherry flavour.
This approach to experiential marketing is also reflected in Liquid I.V.’s recent partnership with the Crescent Street Grand Prix Festival. According to Dodds, the collab is a strategic fit for the brand, given the sport’s surging global popularity, particularly among women and younger fans. A recent Forbes report reveals that women now comprise 41% of F1’s fanbase, while the 16 to 24 age group is experiencing the most rapid growth, making this partnership a key opportunity for the brand, she says.
“F1 is more than just a race, it’s a cultural phenomenon. It’s a collision of both culture and sports, where energy, endurance and performance matter both on and off the track,” Dodds says. “For fans at the race and at the Crescent Street Grand Prix Festival, the massive crowds, long days in the sun and nonstop celebrations make staying hydrated just as crucial to enjoy the weekend.”
Liquid I.V.’s internal research has revealed a disconnect between Canadians’ growing wellness priorities and their hydration habits. Despite the importance of proper hydration, 63% of Canadians report regular dehydration, Liquid I.V. says. Younger demographics are especially affected, with 77% of Gen Z respondents saying they experience dehydration at least weekly. Regionally, Quebecers stand out as among the lowest water consumers, with just 29% claiming they meet daily intake recommendations, compared to the national average of 34%.
“By putting Liquid I.V. in consumers’ hands at one of the biggest weekends of the year in Canada, our goal is to show that when proactive hydration becomes a habit, anything is possible,” Dodds says, adding that sampling has been one of the key aspects of Liquid I.V.’s success since its launch in Canada in 2023.
“We’re also building a community of brand fans in the digital world by creating experiences for media and influencers to try the product firsthand and share their experience directly with their followers,” Dodds says. “We’re building off the incredible momentum we’ve seen over the past two years.”
