Liquid I.V. turns up the heat (and hydration) at FISHER B2B Chris Lake pop-up gig via TEG, FleishmanHillard, Live Agency and RIFLE
Hot off the back of a monumental OUT 2 LUNCH festival last weekend, FISHER announced a surprise pop-up show with Grammy-nominated producer, DJ and label head, Chris Lake, with Liquid I.V. as official hydration partner.
The event was announced days prior on FISHER & Chris Lake’s social pages, driving engagement and registrations for the official ticket release the day before the gig.
Liquid I.V.’s involvement in the event was facilitated by FleishmanHillard, who managed PR and social, Live Agency – responsible for activation and sampling, Rifle, who brokered the deal, and TEG who managed the event and guest ticketing. The collaboration highlighted the power of strategic partnerships in creating memorable experiences, and the reward of working at the speed of culture.
Says Harrison Power, Senior Brand Manager Health & Wellbeing Australia, Unilever: “Liquid I.V. activating at FISHER B2B Chris Lake, demonstrated the brands’ ability to move at the speed of culture. Approached only days prior for the last-minute pop-up, it was an opportunity the brand had to jump on, as Liquid I.V. continues to expand its presence in culturally relevant events.”
Says Lexi Penfold, General Manager of FleishmanHillard: “FISHER and Chris Lake are known for their electrifying performances and vibrant atmospheres, providing the perfect platform for Liquid I.V. to showcase its innovative hydration solutions. Attendees were able to connect with Liquid I.V. prior to the event with an integrated PR & social plan, then experience the benefits of Liquid I.V.’s products firsthand via Live Agency’s activity, ensuring all punters stayed hydrated and energised throughout the night.”
Says Simon Cahill, Chief Commercial Officer at TEG: “Bringing together world-class talent like FISHER and Chris Lake with culturally versed brands like Liquid I.V. shows the power of aligning entertainment and culture. This kind of rapid, high-impact collaboration is what TEG thrives on — delivering unforgettable experiences that resonate with audiences and drive value for our partners.”
The event sold out within three hours of ticket release, snapped up by eager fans and VIPs. At the event, there was a VIP area for Liquid I.V. guests and Liquid I.V. sampling throughout the venue.
Adds Power: “This is just the start for Liquid I.V.. We are ramping up hydration across Australia and you’ll continue to see us execute creative and culturally relevant ideas that drive PR, social, experiential, events and more, to propel the brand forward.”
Client: Liquid I.V.
PR & Social: FleishmanHillard
Activation & Sampling: Live Agency
Event & ticketing: TEG
Deal brokers: Rifle
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