Liquid I.V. released two UEG Worldwide campaigns just 16 days apart.
This adds another entry to a three-agency U.S. creative roster that its new CMO inherits.
UEG created the brand's Ashlee Simpson Ross holiday ad for its limited-edition Cozy Caramel Hot Chocolate.
It also produced "Thirst for More," Liquid I.V.'s first McLaren campaign, featuring F1 drivers Lando Norris and Oscar Piastri.
The other credited creative shops are Anomaly and Blue Raven, which each created a campaign for the brand.
Liquid I.V. named former Poppi CMO Jenny Danzi to the same role in late October.
The roster gives Danzi three established partnerships to oversee, each with a different campaign assignment and cultural territory.
She takes over as Unilever reports private-label pressure on Liquid I.V. in club stores, which raises the stakes on every agency call she makes.
UEG Delivers Two of Liquid I.V.'s 2026 Campaigns
UEG's latest assignment features Ashlee Simpson Ross promoting Liquid I.V.'s limited-edition Cozy Caramel Hot Chocolate Hydration Multiplier.
The holiday spot connects the warm hydration product with the demands of family life, music, travel, and seasonal shopping.
Simpson Ross also designed an exclusive mug for the campaign's Holiday Chaos Bundle.
The limited-edition offer includes 1,000 exclusive mugs, giving the product launch a collectible component tied to the celebrity partnership.
Liquid I.V. will also donate $10 from each bundle sale to its Impact Program.
UEG's previous Liquid I.V. assignment took a different creative route. "Thirst for More" featured McLaren drivers Lando Norris and Oscar Piastri.
Published Oct. 20, the commercial marked Liquid I.V.'s first campaign under its McLaren partnership.
The two UEG assignments give the agency work across motorsports and holiday marketing within 16 days.
UEG is one of three creative shops credited with Liquid I.V.'s 2026 U.S. campaigns.
- Anomaly: Created February's Super Bowl campaign, "Take a Look," which used singing toilets to promote Liquid I.V.'s hydration products.
- Blue Raven: Created the summer Spider-Man campaign featuring actor Jacob Batalon.
- UEG Worldwide: Made the Oct. 20 McLaren campaign and the Nov. 5 Ashlee Simpson Ross holiday spot.
UEG's F1 spot promotes Liquid I.V.'s Hydration Multiplier Sugar-Free line, the same products that the brand supplies to McLaren's team.
Unilever said sugar-free made up nearly 30% of Liquid I.V. sales in late 2025, so UEG's creative now sells one of the brand's biggest revenue lines.
Agencies that own the work behind a client's core revenue hold the strongest position when brand strategy changes hands.
Unilever Wants More Liquid I.V. Usage Occasions
Unilever said it expects its Wellbeing business to improve as efforts to increase Liquid I.V. usage occasions gain traction.
A hot drink mix gives Liquid I.V. a cold-weather purchase occasion for a product that people usually stir into cold water.
Precedence Research projects 8.75% annual growth for sports drinks through 2035, with powder and tablet formats gaining on ready-to-drink options.
Reduced distribution and private-label rivals in club stores offset Liquid I.V.'s gains in mass retail and online, Unilever's Q3 2026 report stated.
A seasonal product launch sold online and at Target keeps Liquid I.V. in the channels where the brand is still gaining share.
Brands managing multiple agency relationships should align each partner with a distinct marketing need:
Give Every Sponsorship a Sales Scorecard
Brands should set trial and sales targets for each partnership before the creative goes live.
Liquid I.V. said it would judge its McLaren deal on sampling trial, sales in race markets, and social engagement.
Check the Channel Mix Before Funding Brand Fame
Brands should track which retail channels are losing share before deciding which agency work gets the next budget.
Liquid I.V. grew in mass retail, online, and international markets this year, while Unilever's Wellbeing business is down 1% year to date.
Audit Inherited Agency Work Before Changing the Roster
Incoming marketing leaders should judge each inherited agency on results before cutting or consolidating partners.
Liquid I.V. posted double-digit, volume-led growth in Q3 2025 under Andrade-Wells, which gives Danzi a recent baseline to measure each agency against.
All three lessons come down to proof, and Danzi's first roster calls will show whether Liquid I.V.'s marketing strategy aligns with sales data.
Our Take: Can Liquid I.V.'s Agency Roster Fix Its Club-Store Problem?
Liquid I.V. spent 2026 making hydration funny, cinematic, and famous, but club shoppers still found a lower-priced store brand on the shelf.
We doubt Liquid I.V.'s creative roster can fix its club-store losses alone, since Unilever blames reduced distribution and private-label rivals.
Costco launched Kirkland Signature Hydration stick packs in September at $19.99 for 40, or about 50 cents a serving.
Only UEG's McLaren spot argued for Liquid I.V.'s science, which is the case that a value-minded club shopper needs before paying more.
Danzi has already said that she wants to show consumers what Liquid I.V.'s science means for them personally.
Her first roster decision should give one shop clear ownership of this science message, the one now competing with Kirkland and other value brands on the shelf.
Managing several agency relationships requires partners with the right expertise and a shared understanding of brand objectives.
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