Liquid I.V. is leaning heavily into Amazon Canada as a retail media engine for the launch of its new hot chocolate flavour electrolyte drink mix, the Unilever brand’s first-ever cold weather hydration multiplier positioned to remind Canadians to stay hydrated during winter.
“With this launch, we’re reframing hydration for the colder months by pairing functionality with comfort and seasonal flavour,” Courtney Dodds, brand manager for Liquid I.V. Canada, tells Media in Canada. “It’s a natural extension of the Liquid I.V. brand mission to help people stay hydrated more effectively but expressed through a new, seasonally relevant lens.”
Starting Nov. 17, the only place Canadians can buy the winter-themed SKU is on Amazon.ca, reaching all Canadians with a “seamless path to purchase” during the busy holiday season, letting customers order and receive their purchase without leaving home. Dodds says offering the limited-edition product only on Amazon.ca creates excitement and accessibility at the same time.
Paid media for the multi-channel holiday campaign includes performance marketing through Amazon both on- and off-site, as well as paid social placements on Instagram and TikTok, to reach consumers who are scrolling and engaging with seasonal content.
The campaign is also supported by creator partnerships that will integrate the product into moments that naturally resonate with their audiences. Content will live on their Instagram and TikTok channels as well as the brand’s owned channels.
“We’re partnering with creators who can genuinely showcase how the product fits into their holiday routines, whether that’s winding down after a busy day, staying hydrated during festive gatherings or cozying up at home,” Dodds says.
An organic social series on owned channels will also drive awareness. The brand is also sending a festive mailer to influencers and doing outreach to garner earned media.
Initiative manages paid media while Salt XC leads experiential and creative. Vayner Media oversees organic social content, and Ketchum handles influencer relations and earned media.
According to Dodds, the media investment has been balanced, with about 30% of the spend dedicated to paid media, 40% to influencer and PR efforts and 30% to performance marketing.
