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Powdered hydration is a unique category and not everyone understands how to enjoy the product. Anomaly relaunched the brand by putting the consumption ritual at the core of the idea: 'TEAR POUR LIVE MORE': TEAR the stick open, POUR it into your water and feel the hydration that allows you to LIVE MORE. Whether you’re hiking in the heat, dancing into the early hours or catching a red-eye flight, you’ll get more out of life when you’re not also battling dehydration. 

A 90-second spot sits at the centre of the new brand platform, 'TEAR POUR LIVE MORE,' highlighting the magic of extraordinary hydration. The spot show portrays a woman carrying bags up a hill in the heat. As she gasps for breath, she reaches into her bag to pull out a packet of Liquid I.V. 

Set to 'JOY' by Voices of Fire ft Pharrell Williams, she takes a sip and begins to fly across the city on hydration. As bystanders look on in amazement, they too 'TEAR POUR LIVE MORE' drinking Liquid I.V. to travel across town to a party where they can dance all night, knowing they’re hydrated. 

“The exciting position of being a creative pioneer in an untouched product category like Powdered hydration paired with a client who’s creative ambition has no limit is something super rare, precious and exciting. The trusted partnership between Anomaly and Liquid I.V. helped push the work to the best form it could’ve been,” said Jeremy Wirth, ECD at Anomaly LA.

The campaign is now live across TV/OTT, OOH, social and display.