LIQUID I.V. CEO
BRANDIN COHEN
The Challenge
A well-known brand in retail and CPG, 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 developed a communications roadmap and narrative lanes for Cohen. Our team hit every major campaign goal. 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.
data-driven results
The Brand Agency devised a strategy to 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 the company’s CEO, Brandin Cohen. In doing so, we were able to tell the story of how Brandin Cohen revolutionized an industry and pioneered a product category. 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 familiar 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 for an undisclosed sum.
The Brand Agency’s strategic communications roadmap for Liquid I.V.’s CEO, Brandin Cohen 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 a full page feature in Inc. Magazine and AdWeek and additional media placements in outlets including Forbes, Thrive Global, AdWeek, Inc. Magazine, Associated Press, US Weekly, OK! Magazine, Life & Style Weekly and more.
