The Marketing Strategy Behind Liquid IV’s Explosive Brand Growth
Episode Description
ABOUT THE EPISODE Stacey Andrade-Wells, Chief Marketing Officer of Liquid I.V., shares how her background at Procter & Gamble and Unilever shaped a data-driven, purpose-led approach to building a culturally relevant hydration brand and executing its first Super Bowl advertising moment.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Stacy Andred Wells discusses Liquid IV's marketing strategies, brand evolution, and upcoming Super Bowl ad campaign.
Key points
- Introduction of Liquid IV. Stacy Andred Wells discusses her role as CMO of Liquid IV, a leading wellness brand.
- Transition from PNG to Unilever. Stacy shares her career journey from Proctor and Gamble to Liquid IV under Unilever.
- Liquid IV's Unique Marketing Strategy. Stacy reveals how Liquid IV plans to approach its first Super Bowl ad.
- Social Impact in Branding. Brands must win the minds and hearts of consumers through impactful initiatives.
- Community Management at Super Bowl. Liquid IV prepares to engage with consumers in real-time during the Super Bowl.
- Leveraging AI for Credibility. AI platforms will prioritize scientific evidence in consumer searches.
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Episode highlights
- Introduction of Liquid IVStacy Andred Wells discusses her role as CMO of Liquid IV, a leading wellness brand.“Liquid IV is a wellness brand focused on hydration and purpose-driven marketing.”0:36Jan 29, 2026
- Transition from PNG to UnileverStacy shares her career journey from Proctor and Gamble to Liquid IV under Unilever.“It was absolutely the right advice to start my career at PNG.”2:42Jan 29, 2026
- Liquid IV's Unique Marketing StrategyStacy reveals how Liquid IV plans to approach its first Super Bowl ad.“We’re going to take a page out of Hollywood's playbook.”15:21Jan 29, 2026
- Social Impact in BrandingBrands must win the minds and hearts of consumers through impactful initiatives.“It's a social impact mic drop.”21:43Jan 29, 2026
- Community Management at Super BowlLiquid IV prepares to engage with consumers in real-time during the Super Bowl.“That's very cool.”24:28Jan 29, 2026
- Leveraging AI for CredibilityAI platforms will prioritize scientific evidence in consumer searches.“That is a very cool point. I love that.”28:34Jan 29, 2026
