Observed Signal · Jul 13, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Liquid I.V. Partners with Spider-Man for Campaign
Liquid I.V., a Unilever-owned beverage brand, has partnered with the Spider-Man franchise around the upcoming film Spider-Man: Brand New Day. The campaign includes product placements in the film, a 30-second TV commercial starring Jacob Batalon (who plays Ned Leeds), a line of co-branded products, and retail and experiential activations. The creative leans into the film’s storyline following Spider-Man: No Way Home and uses the actor’s character presence in advertising to connect the brand to the franchise. The article was published by Adweek on 2026-07-13.
Brand-level entertainment partnership leveraging a major film IP; notable for marketing/creative trends but limited direct impact on AdTech infrastructure, measurement, or privacy policy.
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Key Takeaways & Evidence Grounding
- Liquid I.V. is owned by Unilever.
- Liquid I.V. is partnering with the Spider-Man franchise around the film Spider-Man: Brand New Day.
- The campaign includes product placements in the film, a 30-second TV commercial, and a line of co-branded products.
- Jacob Batalon, who plays Ned Leeds, stars in Liquid I.V.'s new 30-second TV spot.
- The campaign spans film, TV, retail and experiential activations.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
How The Try Guys Turned Their Love for Liquid I.V. Into a Brand Deal
At the IAB CreatorFronts event, The Try Guys and Liquid I.V. discussed their authentic brand partnership facilitated by creator marketing platform Spotter. The collaboration arose from The Try Guys' genuine pre-existing affinity for Liquid I.V., particularly Keith Habersberger's. Spotter connected the two, leveraging its agentic tools and YouTube data to place ads in long-form videos and carve out short-form bits for other creators. The strategy emphasizes authenticity and leveraging viewer engagement data to optimize ad placement. Insights from the panel highlight that such partnerships thrive when creators are genuine fans, and that longer view times correlate with higher ad completion rates.
Liquid Death and MrBeast’s Feastables collaborate on drink
Liquid Death has partnered with MrBeast’s Feastables to produce a peanut butter cup–flavored sparkling water and launched an ad that channels the high-energy style of MrBeast videos. The collaboration combines a new co-branded product flavor with a promotional creative that leans into the creator-driven aesthetic MrBeast is known for. The story was published by Ad Age on 2026-08-04.
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