LIQUID IV

What makes someone want to drink Liquid IV?

There are three ideas behind this campaign-- everyone knows increasing your hydration is good for you, BUT we want something that will be tastier and honestly, more exciting than plain water. The third idea is that staying hydrated solves one problem, allowing you to focus on other, greater needs.

Campaign ideas:
*being a NYC marathon sponsor, handing out pre-mixed product to runners along the route.
*Pair up with Strava for a sponsored challenge, where athletes who complete the challenge are rewarded with a free bag of Liquid IV.
*Sponsor a 5k through the Nike Run Club app. People can complete and invite their friends to the challenge, which awards a virtual trophy and coupon.

Brand extension:
*In the summer, have a hydrotruck (like an ice cream truck, but for hydration). Your local rec club can call it, and it serves different Liquid IV flavors for a quick hydration boost.
*Have the hydrotruck circle around Times Square on New Years, handing out Liquid IV to hungover partiers.

JBL

The idea: What sounds are we allowing in, and by extension, what ideas? Sound is not only music, but conversations, opinions, and thoughts. We are forced to partake in the sound around us, but what if we had a way of controlling our sound environment?

Barnes & Noble

The idea: How do you market reading? What happens when a book is summed up in the simplest way possible? Why does it feel wrong to have a story distilled into a single sentence?

ABOUT ME

Have you ever been made fun of for your name? Try growing up with the name Candy. I had to endure years of hearing Aaron Carter’s 2000 hit “I Want Candy” sung at me and I swear each consecutive time I heard it, my tongue got sharper. This early experience gave me a lot of opportunities to craft quick comebacks. It also showed me the power of word associations and early 2000 pop songs. Some things you can’t escape.

Though I grew up dreaming of what life would’ve been like if my parents had just named me Amanda, the name Candy singled me out in a way that changed me. I developed an interest in books– Hamlet, The Crucible, The Odyssey. Like Odysseus, I wanted to go on my own journey. I picked the college furthest from home. I studied abroad in London for six months and came back with a British boyfriend and a newfound attitude about flat whites. After graduating, I lived in Korea for two years through the Fulbright program. I’m addicted to the new and different.

It wasn’t until I was teaching high school English that I realized how repetitive life had become. I had probably taught The Great Gatsby for the thirtieth time when I decided to pick up my old iPhone and download TikTok, the thing I had been resisting since I started teaching Gen Z. Turns out, I’m pretty good at making engaging short form videos. I started getting emails from brands that wanted to work with me, and even negotiated paid ads for multiple brands. Having this new interest while still being a teacher was weird, but it made me realize I might have outgrown my career and I left my tenured position, much to my supervisor’s chagrin.

Determined to give copywriting a real try, I’ve been working on my portfolio with a mentor and a graphic designer friend, all while continuing to work with brands in the social media space. I’ve learned so many things about writing, creativity, and marketing. The combination of good writing and good marketing creates something you can’t escape. It becomes everywhere, stuck in your mind like an early 2000s pop song.

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