THE PROBLEM

Every day, nearly 60% of Americans check the color of their pee. Most recognize yellow as a sign of dehydration and yet, they walk away. This gap between awareness and action revealed a cultural blind spot we defined as "Hydration Regret."

THE INSIGHT

Hydration complacency is a national epidemic. Interrupting the behavior meant showing up in the one place millions of people couldn't avoid on the most dehydrating day of the year in America: the Big Game.

THE IDEA

For Liquid IV's first-ever Super Bowl debut, we created an anthemic musical film where toilets sing about America's dehydration problem. This 360 campaign connected with consumers across multiple touchpoints, including partnering with K-pop star EJAE to tease our official soundtrack, retail takeovers on game day, and declaring the Monday after National Rehydration Day. All to drive home one universal human truth: Take a look at your pee. Yellow? Hydrate with Liquid IV.