Liquid I.V. Neon Carnival
Liquid I.V.
Liquid I.V. sought to dominate the hydration space this festival season and chose to kick it off at Coachella’s wildest afterparty, Neon Carnival. Our goal was to craft an unforgettable brand experience that went beyond promotion, aiming to elevate the brand’s visibility, foster engagement with the diverse audience, and solidify their position as a wellness leader seamlessly integrated into the festival experience.
We saw a fascinating duality at the heart of Neon Carnival: the desire to be seen and celebrated alongside a genuine spirit of living in the moment, free of pretense. This insight became the driving force behind our creative and strategic approach. We recognized that while excitement is high at Coachella, hydration often falls by the wayside. Liquid I.V. presented a perfect opportunity to bridge this gap. By creating unforgettable brand experiences, not just hydration solutions, we could position Liquid I.V. as the hero of Neon Carnival, keeping the party going and elevating the festival experience for attendees.
Liquid I.V.’s “Operation Drench the Desert” dominated Neon Carnival with a two-story “water tower” activation offering samples, a VIP “Hydration Lounge” featuring a photo booth and premium giveaways, and roving Brand Ambassadors delivering mocktails and jello shots throughout the night. This multi-layered experience ensured festival-goers were reminded to hydrate with delicious Liquid I.V. options, solidifying their place as the Coachella hydration hero.
