Hydration Brand, LiquidIV®, has once again partnered with experience agency Tro this summer to launch a dynamic sampling campaign across major cultural events.
Based on the success of their activities in 2024, in collaboration with fellow omnicom agency Ketchum, the campaign aims to further increase brand engagement, targeting dehydration moments and distributing hydration multiplier sticks for over 2 million people.
The campaign began on April 11th, with LiquidIV® launched as the official hydration partner of Bristol’s R3 Bullpadel Cup. Mark the first of many planned engagements across the sports and lifestyle sector.
LiquidIV® will also take part in major running events such as the TCS London Marathon Running Show, AJ Bel Great Birmingham, Bristol, Manchester and Great North Run.
The campaign ends later in the summer with a series of eye-catching pop-ups at major festivals and gigs, including all Point East.
Tro account director Rob Booker said: “Product trials have always been our specialty and we are excited to support LiquidIV® again this year. We can’t wait to use our major cultural moments to create meaningful connections between sports and the music community.”
Jessica Hume, Marketing Manager at Unilever, added: “It was an easy decision to partner with TRO for the 2025 sampling campaign, and they understand the brand that made a huge impact on the launch of the UK last year.
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