Flo

Liquid I.V. and FLO Launch Nostalgic Summer Campaign

Liquid I.V., a Unilever-owned hydration brand, has launched a summer campaign called “Say Yes” in partnership with British R&B group FLO. The work includes a 30-second spot showing FLO overcoming heat and dehydration at an outdoor wedding after using Liquid I.V., and debuts a nostalgia-inspired Sugar-Free Ring Pop Cherry flavor developed in collaboration with Ring Pop. The campaign will run on linear TV, streaming and social channels and is supported by field marketing activations including hydro trucks giving samples. Liquid I.V. will also exclusively launch FLO’s next single, “Remedied,” ahead of the band’s full album in July, and plans an activation at Lollapalooza in Chicago. CMO Stacey Andrade-Wells highlighted the brand’s focus on music partnerships, accessible science messaging and a two-year R&D effort to create the sugar-free allulose blend.

Weakening CIPA: A Free Pass for Big Tech's Data Abuse

An AdExchanger analysis argues that weakening California's privacy law, CIPA, would effectively grant Big Tech a free pass on data abuse. The piece notes CIPA has allowed private civil action since 1967 and was updated in 2016 to cover electronic communications, forming the basis for modern tracking-pixel cases. It references the Flo case (Frasco v. Flo Health), where a jury found Meta violated CIPA by receiving menstrual-cycle data from a mobile app. A 2024 legislative analysis is cited confirming CIPA should evolve with technology, countering claims it is obsolete alongside CCPA/CPRA. The article mentions SB 690, which passed the California Senate in June, and argues that consent alone cannot legitimize tracking, invoking Calhoun v. Google (9th Circuit) and a broader move away from surveillance-based models, asserting private action remains essential to privacy enforcement.

Flo Health Hits $140M with Innovative Period Tracker App

Flo Health’s period‑tracking app reported strong commercial momentum in 2023, generating about $140 million in revenue while serving roughly 67 million monthly active users. The company uses a freemium model with paid Premium subscriptions that add expert chats and multilingual content; Flo says it collaborates with more than 120 health experts. Since launching in 2016 the app has accumulated an estimated 217 million downloads across iOS and Android. Flo remains unprofitable but reported 50% year‑on‑year revenue growth in Q1 2024 and employs around 480 people from its London headquarters. The company credits influencer marketing (notably TikTok and YouTube) and deeper product features for retention, with a new partner/pair mode already used by about one million people; investor Target Global is among backers. Founder and CEO Dmitry Gurski says Flo survived Apple’s built‑in tracker and sees further growth opportunities by expanding features to involve male partners and male health content.