Liquid I.V. Super Bowl Debut With Ejae: Key Findings
- This effort marks a step up in how the brand shows up, using a 15-second teaser after several BTS on social media.
- Casting Ejae ties the hydration brand into K-pop fandom, tapping her Netflix success to connect with younger audiences across social media channels.
- Anomaly treats the moment like a film release, leading with Phil Collins' song and social storytelling to carry the campaign beyond the TV.
Campaign Snapshot
Functional hydration brand Liquid I.V. is setting the tone for its Super Bowl debut with a teaser that plays more like an emotional music video.
The 15-second teaser from creative agency Anomaly was released on January 21 and stars Ejae, whose voice helped power Netflix’s animated phenomenon "KPop Demon Hunters."
The teaser features Ejae's version of Phil Collins’ 1984 ballad “Against All Odds.”
It sets the stage for Liquid I.V.’s full 30-second Super Bowl ad, scheduled to run on Game Day.
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In the teaser, we can hear the vocals sound distant until she takes a sip of water and walks to a standing mic.
She then begins to sing with clarity, and a visual shorthand ties hydration to the performance.
"We're here to flip the script on what wellness looks like in culture," Liquid I.V. CMO Stacey Andrade-Wells said in a ststement.
"On the biggest stage in American sports, we're showing up to remind the world that hydration isn't optional. It's essential."
@liquidiv Replying to @Liquid I.V. wonder who it is... 👀 #liquidiv♬ original sound - Liquid I.V.
This campaign marks the biggest advertising moment in Liquid I.V.’s history, and the teaser stretches this investment across owned and social channels.
It reflects how Gen Z and Gen Alpha increasingly discover brands through short-form video ahead of broadcast media.
Liquid I.V. was acquired by Unilever for roughly $500 million in 2020
A Soundtrack With Fandom Pull
Ejae won't actually appear in the brand's full Super Bowl spot.
But Liquid I.V. is extending the teaser across Instagram and TikTok, where fans can watch a longer cut and listen to the full song.
The rollout mirrors how entertainment launches build anticipation, using soundtrack and social conversation to maintain attention ahead of a fixed release date.
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Ejae’s role as the singing voice of Rumi in "KPop Demon Hunters" has already sparked a wave of fan edits, reaction clips, and soundtrack-driven sharing.
Her visibility sits inside an active K-pop fandom that already moves quickly around music, performance, and behind-the-scenes discovery.
Her 1.4 million followers on Instagram and 1.1 million on TikTok show how quickly she gained stardom in just six months.
"KPop Demon Hunters" quickly became a breakout hit, drawing 482 million views over six months, making it the most-watched title during this period.
It also widened its reach through lyric videos that added another 32 million views as fans kept the soundtrack in circulation.
This level of sustained engagement matters because Rumi’s voice sits at the center of how audiences connected with the film.
Aligning with this voice offers a direct line into a fandom already primed to follow sound, emotion, and performance across platforms.
A Cinematic Funnel
Liquid I.V. has steadily increased its focus on younger audiences, relying on organic social distribution and influencer marketing to build familiarity.
Ejae’s online following supports this direction, tying the brand to one of 2025’s most discussed entertainment properties and a voice already circulating widely online.
This social-first buildup makes sense as the brand is entering one of the most competitive advertising environments of the year.
NBCUniversal has confirmed Super Bowl LX ad inventory is sold out, with 30-second spots reportedly priced between $7 million and $8 million.
Liquid I.V.'s Super Bowl campaign highlights several marketing lessons:
- Cultural relevance now precedes mass reach, with Ejae’s following acting as a distribution layer that activates conversation before the commercial even airs.
- Fandom-driven talent compounds value when tied to successful IP, as audiences engage across music, story, and platforms.
- Starting with teasers gives brands more runway from ad placements, extending attention before and after the broadcast.
This advertising strategy shows how attention rooted in fandom circulates longer and feels more natural than traditional media buys.
Our Take: Is This About Reach or Relevance?
I think it's about both. The Super Bowl has reach and relevance, and so does Ejae.
Using a classic song from Phil Collins also transcends generations.
Liquid I.V.’s Super Bowl strategy reflects a broader shift toward culture-first advertising.
Meanwhile, Bad Bunny’s Super Bowl halftime selection underscores how fandom and cultural influence now drive the biggest stages.
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