How Liquid I.V. Used The Two Minute Warning To Launch Its First Super Bowl Ad

You know you have to take a bathroom break when the two-minute warning hits on any American football game. Liquid I.V. knows this and they bought ad space for that time to debut its first ever Super Bowl commercial.

Liquid I.V. leaned into humor and shock value with its 30 second Super Bowl LX commercial that aired during NBC’s broadcast. The electrolyte drink mix brand grabbed attention by showing a lineup of toilets and urinals belting out a cover of Phil Collins’ emotional power ballad Against All Odds Take a Look at Me Now. The performance was done by singer Ejae, who recently gained attention for her work on the film KPop Demon Hunters.

The over the top visual centered on a simple but memorable message reminding viewers to check the color of their urine as a way to monitor hydration, turning a topic people rarely talk about into something funny, weird, and hard to ignore.

From a marketing standpoint, the brand is clearly thinking beyond a quick viral moment. Liquid I.V. is using the Super Bowl as a massive awareness driver that positions the company as both science focused and culturally in tune. By pairing clinical hydration messaging with absurd humor and a recognizable song, the brand makes a functional product feel entertaining and shareable. The unexpected creative direction helps the ad stand out in a crowded field while also appealing to younger audiences who respond to bold, conversation starting content.

According to Stacey Andrade-Wells, CMO of Liquid I.V., the Super Bowl debut is meant to kick off a major year for the brand rather than serve as a one time splash. Wells points to plans for bold flavor innovation, stronger cultural partnerships, and continued investment in hydration science and clinical research as key priorities. 

“A Super Bowl debut isn’t just about airtime, but also about earning attention. We’re not simply selling a product as we’re challenging the culture of complacency around hydration. The bar was set incredibly high, and the execution had to be undeniable,” said Andrade-Wells. “The goal was to create a message so bold and compelling that it stops people mid-moment, sparks self-reflection, and pushes them to truly listen to their bodies and take control of their well-being.”

The campaign reflects a broader long term strategy designed to build brand authority, strengthen consumer trust, and keep Liquid I.V. competitive in the growing hydration space.

Liquid I.V. is approaching its Super Bowl debut the way Hollywood approaches a blockbuster, with trailers, a music driven creative hook, and a fully integrated rollout designed to build anticipation before kickoff and keep audiences engaged long after the final whistle.

Following the brand’s refreshed look, tone, and overall identity in 2024, 2025 represents its most ambitious platform yet with the launch of Energy Multiplier Sugar Free. Liquid I.V. has intentionally positioned itself at the center of major cultural moments, spanning Formula 1, Lollapalooza, and now the Super Bowl, reinforcing its presence where entertainment, lifestyle, and performance intersect.

The campaign is built as a full funnel effort, bringing together media, retail, social, and PR to cut through the clutter and spark conversation wherever consumers encounter the brand, whether they are scrolling on their phones, streaming content, or shopping in store.

The strategy extends well beyond game day. Liquid I.V. plans to continue the hydration conversation after the Super Bowl by highlighting the seven signs of dehydration and reinforcing how the product helps fans recover and rehydrate, supported by additional integrations designed to extend the campaign’s reach and impact.

The brand’s creative process began with a strong consumer insight that hydration regret is common, with eight in ten Americans saying they wish they drank more fluids. Liquid I.V. used that data as the foundation for the campaign, shaping the creative direction around a message that felt relatable, culturally aware, and grounded in an authentic everyday experience.

Liquid I.V. then allowed both cultural trends and consumer data to guide the execution. The brand rolled out a phased teaser strategy ahead of the Super Bowl to build curiosity without giving away the full concept, helping generate buzz in the weeks leading up to kickoff. Partnering with EJAE also aligned with the brand’s strategy, as she is both a genuine fan of Liquid I.V. and someone who was already part of the cultural conversation following her work in K Pop Demon Hunters.

“Every element from casting to pacing to rollout, was intentional and working together to set the stage for the full reveal on game day,” said Andrade-Wells.