Amazon + Liquid I.V.: Chemistry Is Everything

Shortlist Award

Chemistry Is Everything

Amazon + Liquid I.V.

United States

2026

:30s Custom Video - "Chemistry is Everything"...

Fan Poster Giveaway ...

Influencer Activation...

BTS Social Video...

In-Show Integration...

Custom Landing Page on Amazon.com...

Amazon Placements...

Entrant Company

Amazon Ads Brand Innovation Lab

Launch Country

United States

Program

Clio Entertainment 2026

Industry Type

Streaming

Medium

Branded Entertainment Content

Category

Brand Promo

Fans love Prime Video’s Off Campus for its chemistry on screen. They love Liquid I.V. for its chemistry in their water. From romance to hydration, that shared through-line defined our co-branded campaign: Chemistry is Everything. Ahead of Season One’s launch, the collaboration had big skates to fill: the book series had sold 3.78 million copies and generated over 2 billion views on Booktok. “Chemistry” lives in both the show’s DNA and the brand’s DNA, so we used that shared language to make Liquid I.V. feel native to the story, not just sponsor beside it. The campaign spanned five touchpoints: multiple in-show integrations woven into production. A co-branded 30-second spot starring series leads Ella Bright and Belmont Cameli in character. Frozen Four Play, a hockey-themed influencer activation featuring the full cast. Social content including cutdowns, BTS stills, and a talent poster that drove two giveaway drops (both sold out in under 1 minute). And shoppable commerce experiences across Amazon’s owned platforms like Fire TV, Brand Store and Prime Video. The results proved the chemistry worked. The campaign delivered a 29-point unaided brand awareness lift, 7.8M+ organic impressions, 1.1M organic engagements, 23K new followers for Liquid I.V. in two weeks, and a 2.9x add-to-cart rate vs. benchmark. It was the first time SAG talent appeared in original scripted scenes for an advertising collaboration on Prime Video. Chemistry Is Everything became the blueprint for how entertainment storytelling converts into measurable brand impact.

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Executions

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