LIQUID I.V.® DROPS NEW ANTHEM WITH AWARD-WINNING SINGER/SONGWRITER EJAE AHEAD OF BIG GAME COMMERCIAL

For the first time in brand history, Liquid I.V. will premiere a film during the biggest advertising moment of the year. This marks a bold debut that puts hydration at the center of culture, creativity, and performance.  

Although the details around the film are being held tightly, it anchors a fully integrated campaign rolling out across media, retail, social, activations, and PR, signaling a new era for Liquid I.V. — officially bringing hydration science, a traditionally unglamourous topic, to the world’s biggest stage.  

The campaign’s first reveal arrived today with a surprise performance from this year’s Grammy nominated singer and songwriter, EJAE, who headlines the opening act with a stripped-down, unexpected teaser: the Tiny Vanity Concert. 

A SURPRISE PERFORMANCE TO SET THE TONE

To kick off Liquid I.V.’s Big Game rollout, EJAE delivers a raw, intimate reimagining of the iconic “Against All Odds (Take a Look at Me Now)” — performed not on a big stage, but the intimate setting of a bathroom vanity.  

Shot close, emotional, and intentionally unexpected, the Tiny Vanity Concert plays like a teaser trailer rather than a traditional brand collaboration. It’s a nod to the private, everyday moments where people reset, recharge, and get ready to show up again.  

The setting is familiar and relatable. The performance is powerful. And the message is clear: Hydration isn’t just background noise — it’s fundamental to living our best lives. 

“Between long nights in the studio, traveling across the country, and everyday life, hydration is something I’m constantly trying to stay on top of,” EJAE said. “Liquid I.V. is something I genuinely rely on and the vanity felt like the perfect place to kick this journey off — because we’ve all had our own version of this moment.” 

FROM TEASER TO BIG GAME PREMIERE AND BEYOND 

The Tiny Vanity Concert serves as the official launch of our larger Big Game story. It's one that will unfold over the next couple of weeks like Hollywood releases a blockbuster movie with teasers, trailers, and cultural moments designed to build anticipation well beyond release day. 

During the Big Game broadcast on Sunday, Feb. 8, Liquid I.V. will debut its film, bringing hydration science into the mainstream and reframing it as a true wellness habit worth listening to. At the center of the message is LIV HYDRASCIENCE™, our proprietary formula that delivers electrolytes, essential vitamins, and optimized hydration to help people stay ahead of dehydration and perform their best. And we won’t just stop after the credits roll: Our message is worth repeating over and over, and we plan to do so with education, celebration, and hydration. 

WHY THIS MOMENT MATTERS 

The Big Game debut represents more than a single ad. It marks a shift in how hydration shows up in culture moving forward, and Liquid I.V. is leading the charge. 

Our campaign challenges the idea that dehydration is something to push through or ignore, spotlighting how small, everyday choices — like better hydration — can have an outsized impact on how people feel and function. 

By pairing cinematic storytelling with science-backed credibility, Liquid I.V. is positioning hydration as a foundational part of modern life. 

WHAT’S NEXT? 

EJAE’s Tiny Vanity Concert is just the beginning. Alongside the live performance, Liquid I.V. is releasing the official trailer for our Big Game film, on Monday, Feb. 2, setting the stage for what’s to come as game day approaches. 

“Our partnership with EJAE presents an opportunity to work with an incredibly talented individual who knows the power of hydration” added Stacey Andrade-Wells, CMO of Liquid I.V. “It’s the first step of a movement that puts hydration where it belongs: under the spotlight and center stage.” 

Follow Liquid I.V.® on Instagram (@liquidiv) and on TikTok for how to watch EJAE’s extended version and catch every reveal leading up to the Big Game.