Fueling The Thirst

As one of Prime Video's leading brand partners, Liquid I.V. was looking for a breakout collaboration that would authentically connect with Millennial and Gen Z audiences.

Off Campus, fueled by a passionate BookTok following long before its premiere, provided the perfect opportunity to tap into an existing fandom and cultural conversation. By integrating Liquid I.V. across the Prime Video ecosystem, we transformed the brand from a traditional sponsor into an authentic part of the fan experience.

THE IDEA

Some things just have undeniable chemistry: the spark when two people lock eyes across class, the moment a study partner becomes something more, or the electricity of a first touch. Just like Hannah and Garrett in Off Campus.

That same chemistry is what makes Liquid I.V. work. Inspired by the science behind the brand and the romance at the heart of the series, we created Chemistry Is Everything.

Anchored by a custom live-action spot featuring Ella Bright and Belmont Cameli as Hannah and Garrett, the campaign introduced Liquid I.V.'s new Sugar Free Ring Pop Cherry flavor, connecting the show's central love story to the brand in a way that felt authentic to fans.

Chemistry Is Everything

THE AMPLIFICATION

Bringing The Chemistry To Life

Marketing Activation

Liquid I.V. served as the official hydration partner of a hockey-themed global influencer event featuring the full cast, produced with Prime Video, Amazon MGM Studios, and Amazon Influencer Marketing. The activation included a branded hydration station, co-branded hockey rink, influencer welcome kits, and a surprise appearance from the cast serving Liquid I.V. at the concession stand.

Social Content

Liquid I.V. received :15 and :30 cutdowns of the co-branded spot, an exclusive :30 behind-the-scenes edit, a custom social video featuring the in-show integration, and a gallery of talent and branded BTS photography for use across its owned social channels.

Fan Demand: Poster Giveaway

The in-show integration sparked overwhelming fan demand for the featured Off Campus talent poster, leading to two limited-edition giveaway drops that sold out due to popular demand.

Custom Landing Page

A custom Brand Store takeover featured dynamic footage from the co-branded spot, the full :30 commercial, a shoppable experience for the new Sugar-Free Ring Pop Cherry flavor, a hockey scoreboard-inspired product carousel, exclusive Off Campus content, and a direct path to stream the series.

And Across Amazon

The campaign extended across Amazon touchpoints with a co-branded Fire TV feature rotator that drove shoppers to a custom landing page to shop Liquid I.V., watch the full commercial, and stream Off Campus, alongside a co-branded Prime Video Pause Ad that enabled viewers to purchase Sugar-Free Ring Pop Cherry Liquid I.V. directly while watching.