Liquid I.V.’s Hydration Multiplier drink mix’s advertisement portrays that the product provides the consumer with hydration quicker and more effectively than water by itself. The implement was supported with scientific evidence, but did not present any case studies with participants. The advertisement states that the product was “independently tested” (“Liquid I.V.”). The company described in detail what Cellular Transport Technology (CTT) is, consists of and what it does to the body. It also provided the ingredients used and what the body gets out of the drink mix; for example, vitamins. Other than this, the advertisement did not provide studies.
As a contribution to one’s body, Liquid I.V.’s drink mix provides proper hydration. The benefits for the intended consumer included “elevated performance, decreased symptoms of jet lag, more calories burned, lessened signs of aging, and a better state of mind” (“Liquid I.V.”). For nutrient intake, Hydration Multiplier is “vegan, gluten-free, soy-free and dairy free, while also supplying mined salt, cane sugar, potassium, H2O and five different types of vitamins” (“Liquid I.V.”).
Some would assume sports drinks, such as Gatorade, can help hydrate the body. However, the Liquid I.V. site states that “such drinks can cause dehydration” (“Liquid I.V.”). Propel Fitness Water is another option that could be considered over Liquid I.V. A hazard/adverse effect that might be associated with the Hydration Multiplier is that the faster pace of hydration may be overwhelming to one’s body.
The Liquid I.V. product can be intended for many types of consumers. People who are highly active in sports may be a top target. The Hydration Multiplier advertisement stated that the drink mix “hydrates the body faster than water” (“Liquid I.V.”). Athletes can use this product when competing, with the chance of enhancing or aiding to their performance. It also presents itself to non-athletes, such as a person on a diet or one who likes flavored water. Those who like flavored water can easily be attracted to this product, while also gaining more hydration at the same time.
There are many techniques to the Liquid I.V. advertisement that draws the reader’s attention. The Hydration Multiplier puts forth a lot of claims to its intended consumers, saying that the product is “gluten-free,” “suitable for vegans,” “dairy-free” and etc. (“Liquid I.V.”). These so-called declarations, depending which one relates to the consumer the most, can be enough to sway one to buy the product. According to Willis and Royne Stafford (2016) in “Health consciousness or familiarity with supplement advertising: What drives attitudes toward dietary supplements?,” “if a person recognizes that a habit will have a favorable ending, the more likely it is that they act upon it, especially when measured up against consequences” (p. 132). In the case of Hydration Multiplier, if the consumer sees that product has nothing but positive outcomes, they will more than likely take high interest in the product and purchase it.
Another effective technique that was used in the advertisement was providing subpages to find out more information about the product. One page supplies a detailed explanation of the science process used to create the product. The site also provides a video for consumers who prefer visuals over reading. The other page provides a list of benefits consumers can gain by using Hydration Multiplier. While bringing much attention to the consequences of dehydration, other benefits included “calorie burning,” “improved performance” and “a clearer state of mind” (“Liquid I.V.”). A page within this subpage gives you a biography on a medical director to present the idea that the product is “authorized.” The site also uses popular companies to its advantage. Visually displaying that the product has appeared on networks such as CBS, ABC and E! can very well attract different types of consumers to the drink mix.
What the Liquid I.V. failed to disclose was if there were any symptoms to taking the product. The site highlights the benefits, but does not mention what could negatively happen to a consumer when the product enters the body. There could be no consequences within this product, but it would be better to state that instead of omitting it. According to Harris and Graff (2012) in “Protecting the Public by Incorporating Scientific Research,” “advertising is indispensable because it supports rational economic decisions, which in turn ensure the stability of markets” (p. 216). The company will release what’s necessary, but more in favor of bringing in profit.
The main gimmick Liquid I.V. promotes is a mission to “defeat dehydration worldwide” (“Liquid I.V.”). The site attempts to get through to the emotional side of a consumer and persuade them to buy the product, which would send “a certain amount of their product to someone in need.” According to Greene and Herzberg (2010) in “Hidden in Plain Sight,” “companies explored the option of marketing to consumers by encouraging the established brand of the ethical enterprise entirely” (p. 794). Liquid I.V. did such by advertising what the product does for others. For example, the advertisement provides pictures of children from across the world, such as kids from the countries of Haiti and Uganda; and lists historical disasters the company aided to: the Las Vegas shooting and Hurricane Harvey, for example. This main gimmick proved to be successful. The product aided those in need worldwide and served as an additional advertising strategy to gain more consumers.