Liquid I.V. steps into the Marvel universe with a multi-channel partnership tied to "Spider-Man: Brand New Day."
The Unilever-owned hydration brand appears in the latest spot while supporting the release with a national ad campaign and limited-edition products.
Created with agency Blue Raven, the campaign stars Jacob Batalon as Ned Leeds.
His search for hydration unfolds alongside Spider-Man's unseen acts of heroism.
The collaboration gives Liquid I.V. a role inside one of the year's biggest theatrical releases.
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"At its core, Spider-Man is about rising to meet the moment, and that's exactly what our brand stands for," Aaron Jones, chief media officer at Liquid I.V., said in a statement.
"We're showing how our science-backed hydration can help everyday people stay ready, push further and show up as their best in the moments that matter most."
As entertainment partnerships become more integrated, brands are finding new ways to stay part of the story long after audiences leave the theater.
Two Movie Flavors and a Hot NYC Rescue
The collab reaches consumers with two limited-edition "Spider-Man: Brand New Day"-themed Liquid I.V. flavors.
Retail displays, digital content, and social media back it up, keeping the tie-in accessible outside cinemas.
The TV spot, directed by Alen Petkovic, follows Ned Leeds through a sweltering New York City day as Spider-Man quietly rescues him from danger.
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The creative angle draws from the ending of "Spider-Man: No Way Home," where Ned no longer remembers Peter Parker.
It allows the joke to work for dedicated fans while remaining accessible to broader audiences.
Connecting film cues, products, and retail availability gives the hydration brand several opportunities to reach shoppers during and after the movie's promotional cycle.
Sony Is Stretching One Story Across Partners
Sony is treating "Spider-Man: Brand New Day" like one connected marketing narrative with layered brand collaborations.
Samsung first brought Ned Leeds' in-film "Spidey Tracker" to life as an interactive fan experience.
And Liquid I.V. now picks up the same storyline with a commercial that keeps Spider-Man and Ned unknowingly orbiting each other.
The repeated dynamic gives each campaign familiar characters and inside jokes without recycling the same creative.
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Brands have only a short theatrical window to capture attention.
- Consistency compounds brand recognition. Brands should reuse characters and storylines across partners to reinforce campaign memory.
- Supporting characters create fresh creative space. Marketers should develop original stories around supporting characters that complement the franchise.
- Shared narratives strengthen partnerships. Teams should coordinate creative across brand partners to build a connected campaign world.
Sony's repeated use of Ned suggests that shared storytelling can make individual brand campaigns feel like chapters of a larger narrative.
Our Take: What Is Sony Hinting at With Ned?
Studios usually sell a Spider-Man movie on the superhero, so the steady focus on Ned stands out.
We think Sony is feeding a theory, since Ned carries comics baggage that most moviegoers never learned.
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In the comics, he was once unmasked as the villain Hobgoblin, something the movies have never touched.
It's only two brand tie-ins, but that light touch is enough to get fans looking closer.
The hints keep people trading theories between trailers, which is free attention for Sony and Marvel.
This is smart fan engagement, letting the audience build the mystery that the studio never has to confirm.
That audience even includes Lionel Messi, who used the "Spidey Tracker" to chase down the superhero ahead of the film's release.
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