Liquid IV CEO Brandin Cohen

Executive Visibility

The Challenge

A well-known brand in niche circles, Liquid I.V. needed to leverage its popularity to lend its young CEO Brandin Cohen credibility in the space. Our team surveyed the brand’s upcoming initiatives and built out a communications roadmap and narrative lane for Cohen. In the middle of our campaign, the world shut down due to COVID-19. Our team quickly acted to pivot our strategy while keeping major campaign goals intact. We leveraged the brand’s efforts with frontline works, product launches and brand milestones to secure creative coverage for the CEO. All coverage weaved a cohesive narrative of the Founder and CEO, Brandin Cohen, as a thought leader, philanthropist and world-changing visionary.

The Strategy

The Brand Agency devised a strategy that would appeal to consumers, influencers, and media alike. We capitalized on our network of press decision makers, influencers and gatekeepers to effectively reach the brand’s key audiences and shine a light on how the company’s CEO, Brandin Cohen is spearheading their new COVID-19 Task Force initiative. In doing so, we were able to tell the story of how Brandin Cohen shifted an entire division of the company in one week to get product in the hands of those who are working on the frontlines of COVID-19. After that story was told, we leveraged marquee press hits into further media moments by using them as an educational resource for editors and writers who may have not been familiarized with the CEO prior to our introduction. Our strategy yielded a snowball effect, giving us standalone press features in Tier 1 publications. As our campaign neared an end, Unilever took notice. Conversations with Liquid I.V. started and the brand was acquired at the end of 2020 for an undisclosed sum.

The Result

The Brand Agency developed a strategic communications roadmap for Liquid I.V.’s CEO, Brandin Cohen. It proved to be a complete success. Our agency was able to secure coverage from top tier media outlets on behalf of the brand. As a result, The Brand Agency secured over 4,962,015,293 media impressions on behalf of Liquid I.V. Highlights included but were not limited to media placements in outlets including Forbes, Thrive Global, AdWeek, Inc. Magazine, Associated Press, US Weekly, OK! Magazine, Life & Style Weekly and more.