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Somewhere Between Hockey Men and Hydration Marketing 🏒
90% of my thoughts lately have been dedicated to the handsome men of Off Campus.
The other 10% have been dedicated to Liquid I.V.
Which is honestly a remarkable accomplishment because it's been very difficult to get me to think about anything other than those men recently.
Now, before you ask, no, the Liquid I.V. placement is not subtle.
At all.
The players are drinking it.
The rink is covered in it.
At one point I was convinced a hockey stick was going to turn around and tell me about electrolytes.
But here's the weird thing:
I don't mind it.
Because it makes sense.
A hydration brand showing up around a bunch of college athletes doesn't feel random. It feels like it belongs there.
And that's a lesson a lot of marketers miss.
People don't necessarily hate obvious marketing.
They hate irrelevant marketing.
Nobody gets annoyed when the brand naturally fits the environment.
The frustration comes when a company barges into a conversation it has absolutely no business being part of.
B2B marketers do this all the time.
We obsess over how to get attention when we should be obsessing over where our audience is already paying attention.
The best partnerships, sponsorships, and content strategies don't feel clever because they're hidden.
They feel clever because they make sense.
Liquid I.V. isn't winning because nobody noticed it.
It's winning because everybody noticed it and collectively went:
"Yeah, that checks out."
Which is more than I can say for some of the LinkedIn thought leadership I've seen this week.
—Maddie