For Liquid I.V., advertising during the Super Bowl is the next step in a marketing push that has included a brand refresh and appearances at festivals and sporting events around the country. 

“Liquid I.V. has always been at the forefront of culture, and this was a perfect opportunity to anchor this campaign in the world of entertainment,” Andrade-Wells said.

Anomaly is behind the creative, while NVE Experience Agency is leading experiential, Tinuiti is doing the media buy, and Weber Shandwick is leading PR efforts.

Liquid I.V. joins a group of health-conscious brands advertising during a game that’s normally associated with junk food, beer, and soda.