CREATIVITY.

Sports drink ads tend to be the same: Athletes run, jump or throw a ball, then take a swig from a bottle. So it's launching "Fuel Your Play", a $20 million national marketing effort that puts fun activities at its center. But Liquid I.V., the Unilever brand of flavored powders to improve hydration from water, found that consumers see those images as unrelatable. [Extracted from the article]