Liquid I.V. CEO Mike Keech Talks Balancing Virality and Sustainability Across the Hydration Category

At Liquid I.V., flavor and function are the name of the game.

While sports drinks drove the sleepy electrolyte category for many years, Liquid I.V.’s 2012 launch created an unmatched level of buzz and excitement for getting hydrated. The company, which is powered by its trademarked LIV Hydrascience formula of vitamins, electrolytes and other nutrients, has managed to remain relevant, as new entrants tap into the “sexy water” craze all the time.

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Since being acquired by Unilever in 2020, Liquid I.V. is now in over 80,000 retail doors as the number one powdered hydration brand in the United States, according to the company. As a nearly $1 billion business, it is the largest brand in Unilever’s Health & Wellbeing Collective, which also includes Olly and Nutrafol. It is now available in eight countries, including the United States, United Kingdom, Mexico, China, Australia, Canada, Italy, and the Netherlands.

Here, Liquid I.V. chief executive officer Mike Keech talks the company’s continued growth, recent viral moments, including its Popsicle Firecracker-flavor, and what is driving the hydration category.

WWD: Liquid I.V. has quadrupled over the past four years to a nearly $1 billion business. What’s driving this growth?

Mike Keech: The powder format has existed for some time, albeit not a priority for any of the incumbent brands. When Liquid I.V. came onto the scene 12 years ago, it did the unique thing of creating a category around flavor and function. One of the big growth drivers has been our proposition. We’re clear on four key occasions, which are where hydration is most needed: heat, exercise, travel and nightlife. When we focused and sharpened our marketing and our proposition to key everyday hydration moments, that unlocked a huge amount of growth for us.

WWD: Liquid I.V. recently underwent its first rebrand, introducing new packaging and marketing materials. What has the impact been?

M.K.: Consumers were looking for us to better communicate the true to fruit flavor on the front and highlight our science-backed product design. Then, bringing out the vibrancy of the brand. We’ve seen upwards of 30 percent lift in sales on non-promoted run rates just from the packaging alone.

Liquid I.V. Hydration Multiplier Sugar-Free
Liquid I.V. Hydration Multiplier Sugar-Free

WWD: You also launched a sugar-free version. What has that reception been like?