Liquid I.V. used Dig In Live Activations and welcome boxes in 2024 to put hydration sachets into the hands of 306,104 students during exams and Freshers.
The brief
Liquid I.V. was launching its hydration product in the UK after its success in the US. It needed trial and awareness among Gen Z, most of whom had never used a hydration powder.
What we did
In May 2024 we dropped 213,778 samples into halls of residence during exams, focusing on cities and universities with large numbers of sports students. In September we put 92,326 samples into the Freshers welcome boxes, so students had one on arrival day. We then surveyed students on hydration habits and the product.
The result
306,104
Liquid I.V. samples delivered to students in 2024
80.5%
of students who received a sample said they would buy Liquid I.V. in the near future, n=446, Freshers 2024
64.6%
had not heard of Liquid I.V. before their sample, n=446, Freshers 2024
77.2%
had never used a hydration powder before, n=4,044, Freshers 2024
4.1 / 5
average flavour rating, n=446, Freshers 2024
What it means for brands like yours
A new category needs a first try. Two touchpoints in one year, exams and arrival day, put the product in hand when hydration mattered, and most students surveyed were meeting both the brand and the category for the first time.
Questions
Did Liquid I.V. sample to university students?
Yes. In 2024, 213,778 samples went into halls during exams and 92,326 into Dig In’s Freshers welcome boxes: 306,104 in total.
What did students think of Liquid I.V.?
80.5% of students who received a sample said they would buy it in the near future, and they rated the flavour 4.1 out of 5 (n=446, Freshers 2024).
Is purchase intent the same as sales?
No. These are students’ stated intentions in Dig In surveys, not sales data.