Liquid I.V.
The brief
Engage health-conscious gym-goers across the UK through a multi-phase sampling campaign delivered directly to fitness centres. Run across four bursts to encourage repeat trial, build routine, and showcase the product’s benefits over time. Capture feedback at each stage to measure impact, inform brand messaging, and drive purchase intent.
The solution
Liquid I.V. samples were distributed to gyms nationwide across four weekly bursts, ensuring repeated exposure and re-engagement with the same gym-goers to build routine and drive habit formation.
Reaching consumers at the most impactful moments – before and after workouts – the campaign delivered hydration when it was needed most. Each sample was glue-dotted to a branded leaflet featuring a scannable QR code linking to a 10% off voucher, making it easy to purchase and try again.
Products were displayed in eye-catching branded trays, while tent cards encouraged gym members to share feedback online. A dedicated landing page offered interactive step-by-step directions to nearby retailers or links to purchase online with the discount automatically applied; while capturing valuable post-trial feedback to inform future activations.
The results
Out-performed YTD Sales Target
279,904
Estimated new customers*
1,030,000 samples distributed nationwide across 362 gyms, impacting 1,549,000 fitness fanatics – resulting in Liquid I.V. out-performing their sales targets and hundreds of thousands of hydrated gym-goers.
