Liquid I.V. is continuing its foray into co-branded content through a partnership with Amazon Prime Video's new series, "Off Campus." The show is adapted from Elle Kennedy's best-selling book series of the same name. The Unilever-owned electrolyte drink brand collaborated with Amazon Ads Brand Innovation Lab to produce a short custom content piece featuring stars Ella Bright and Belmont Cameli in character, promoting the new sugar-free Ring Pop Cherry flavor.

"This collaboration aligns perfectly with how we want to approach brand partnerships within Prime Video," said Kate McCagg, Global Head of Amazon Ads Brand Innovation Lab. "When we initially wrote the vision, we were very committed to ensuring these partnerships enhance the fan experience rather than feeling like an 'additional burden' viewers have to endure to watch premium content."

In the 30-second spot, Cameli's hockey player character Garrett Graham is practicing when he spots Bright's lead character, Hannah Wells. He adds a packet of the new Liquid I.V. product to his water and winks at her. The scene then cuts to a montage of the two in intimate moments, with a voiceover explaining that Liquid I.V. "provides the body with what it needs so you can pursue what you desire."

The creative is part of a larger marketing campaign surrounding the hockey romance series, which premiered on May 13. Other elements of the partnership include shoppable ads, a co-branded Feature Rotator on the Fire TV user interface, and a landing page. Additionally, Liquid I.V. served as the official hydration partner for a hockey-themed influencer event hosted by Amazon MGM Studios and Prime Video.

Deepening personalized experiences

As advertising becomes a more significant part of the e-commerce giant's overall business, Amazon Ads is focusing on providing personalized services for brands. According to Emarketer forecasts, Amazon's advertising revenue is expected to reach $82.07 billion this year, accounting for 9% of global advertising revenue. Liquid I.V. is not the first brand for which Amazon has produced custom content. Earlier this year, Amazon partnered with Mercedes-Benz USA to run multiple custom ads during Prime Video's NBA broadcasts.

What makes this Liquid I.V. partnership unique is that it marks the first time stars of a Prime Video series have appeared in a co-branded ad, according to McCagg. The campaign's planning began over a year ago, when Liquid I.V. had no knowledge of the casting. The series not only contains significant sports elements—which are important to Liquid I.V.—but because the story is set on a college campus, it also emphasizes social aspects.

"We saw this as the perfect intersection of culture and our usage occasions," said Aaron Jones, Chief Digital Officer at Liquid I.V. and Unilever's Wellbeing Collective.

"Off Campus" is not Liquid I.V.'s first venture into co-branded content. Previously, the brand partnered with the Prime Video series "The Summer I Turned Pretty," based on Jenny Han's book series of the same name, to promote its Orange Vanilla Dream and other flavors. The ad shoot at that time was designed to evoke the nostalgic atmosphere of the series.

Both productions are based on books that have gained popularity on BookTok. BookTok is a large community on TikTok where book recommendations are shared, with romance and young adult fiction playing a significant role. Books that go viral on the platform often have a built-in fan base, offering advertisers a unique opportunity to reach specific audience segments.

"Fans are eager for these characters, the series, and the chemistry between the leads. So, this partnership came at the perfect time and place, helping us truly begin to showcase our vision," McCagg said.