liquid i.v. — are you in the clear?
Academic Project, 2026
Half of Canadians struggle with winter hydration because the symptoms are invisible until they become a bathroom emergency. Most people do not recognize the need for a solution until the problem is already undeniable.
Challenge
The campaign uses that specific, uncomfortable signal to frame Liquid I.V. as a functional tool for the Canadian climate. By researching the audience's actual habits and frustrations, the work bypasses standard wellness tropes to create messaging that respects the customer's intelligence.
Strategy
result
The final copy and imagery avoid aspirational lifestyle shots in favour of deadpan honesty. The project demonstrates that understanding a physiological pain point is more effective for building brand loyalty than shouting about wellness.