Unilever-owned functional hydration brand, Liquid I.V., is rolling out its latest flavour in Australia – Watermelon – as well as a refreshed brand identity across its full range.
Liquid I.V. landed in Australian Costco stores in June 2024, after an initial rollout in Chemist Warehouse stores from March, and established a local manufacturing facility to support the brand’s success. Watermelon adds a fresh twist to the existing flavour lineup, which includes Strawberry, Passion Fruit, Tropical Punch, Golden Cherry, and Lemon Lime.
The new flavour debuts with a modern visual identity and colour palette, designed to enhance taste cues and shelf appeal. The updated design features a refreshed, two-toned hexagon logo, a vibrant and saturated colour palette, and a flavour-forward layout with vivid fruit illustrations front and centre to highlight the brand’s signature true-to-fruit flavour profile.
The redesigned packaging also introduces LIV Hydrascience, aiming to provide a clearer and more engaging explanation of the science-backed formula that powers Liquid I.V.’s hydration benefits, designed with an optimised ratio of electrolytes, essential vitamins, and nutrients for rapid rehydration.
Liquid I.V.’s Australian packaging also now highlights its commitment to global and local impact programs. The brand contributes 1 per cent of revenue to organisations that expand access to clean and abundant water. Locally, Liquid I.V. has partnered with the University of Melbourne’s Department of Infrastructure Engineering, funding research into fluoride removal from underground water to provide safe drinking water to regional communities. Globally and in Australia, the brand is committed to donating 150 million Liquid I.V. sticks over the next decade.
Unilever senior health & wellbeing brand manager Australia, Harrison Power, said: “This brand refresh and Watermelon flavour launch mark a significant milestone in Liquid I.V.’s growth and innovation journey in Australia, setting the stage for continued momentum in the hydration category”.
Liquid I.V. Watermelon flavour and refreshed packaging will be available in Chemist Warehouse and Costco from 30 June.
