Liquid I.V. is looking to challenge the way running can be an enjoyable activity, launching a new 'Funnest Fun Run' campaign in partnership with integrated agency Hello.

The campaign creative comes after research indicated only 10% of Australians find running fun. The campaign features radio and podcast duo Lu & Jarch, alongside Olympian and Commonwealth Games Silver medallist Peter Bol. The centrepiece of the campaign is a 3KM event held at Centennial Park, which includes unconventional pit stops such as a puppy patting pen, yoga sessions, a massage parlour, and a glam bar. The event culminated in a Liquid I.V. hydration afterparty, attended by over 50 of Australia's leading influencers and creators.

Research commissioned by Hello via YouGov highlighted that 72% of Australians find running unenjoyable due to factors such as boredom, cramping, injuries, and hydration struggles. The 'Funnest Fun Run' campaign is part of Liquid I.V.'s broader effort to promote hydration and the concept of 'Live More'.

Harrison Power, Senior Brand Manager at Liquid I.V. Australia, commented on the campaign's objectives: "As a fellow runner myself, I can attest to runs not being that fun…especially when dehydration kicks in! But we loved Hello’s unique spin on bringing the fun back to running." Power further noted the popularity of running in Australia and the opportunity to address the lack of enjoyment: "Running has become incredibly popular in Australia in recent years. So, the fact that 90% of Aussies don’t find running fun, showed there was a real tension at play and an opportunity to flip the script with Liquid I.V.’s Funnest Fun Run."

The campaign is set to continue throughout the winter season, incorporating social ads, out-of-home (OOH) advertising, influencer partnerships, and both earned and paid media extensions. Mindshare is leading the paid media strategy and rollout.

Power also remarked on the campaign's cultural relevance: "The campaign created a great space for Liquid I.V. to slipstream Aussie culture in a clever way to create something unique, social first, entertaining and newsworthy."

Sam Kelly, Managing Director at Hello, said a lot of other hydration products playing in pure pharma or pure sports performance silos.

"They're missing the higher frequency, broader category entry points on offer. Aussies like exercise, they also like play and they invest in daily vitamin and skin care routines; this campaign was all about showing whatever was on the agenda for the day, there is a daily hydration use case for Liquid IV. This integrated activity brings that 'Live More' essence to life in a bold, disruptive and consistent way," he said.

Liquid I.V. products are listed with the Australian Therapeutic Goods Administration (TGA), reinforcing the brand's commitment to quality and safety standards.