Liquid I.V. Appoints Former Poppi CMO Jenny Danzi to Lead Brand Strategy
The Unilever-owned hydration brand aims to leverage Danzi's cultural expertise for future growth.
1Strategic Leadership Transition
Liquid I.V. has officially appointed Jenny Danzi as its new Chief Marketing Officer. Danzi joins the Unilever-owned brand following her recent tenure as CMO at Poppi. The company highlighted her extensive background in shaping consumer culture and her ability to align brand identity with evolving market interests and trends.
2Extensive Industry Experience
Before her role at Poppi, Danzi spent over 17 years at PepsiCo, where she served as head of marketing for the Pepsi trademark. This long-term experience within a major beverage conglomerate provides her with deep expertise in managing large-scale brand portfolios and navigating the complexities of the competitive functional beverage market.
3Unilever Portfolio Integration
Liquid I.V. remains the largest brand within Unilever’s health and wellbeing portfolio following its 2020 acquisition. While the broader beauty and wellbeing segment reported a 5.7% underlying sales growth in Q3, the wellbeing category specifically experienced declines, making Danzi’s role critical in revitalizing the brand’s performance and market reach.
4Targeting Younger Demographics
The brand is aggressively targeting Gen Z and millennial consumers through strategic product innovation and high-profile partnerships. By focusing on these specific demographics, Liquid I.V. aims to differentiate itself from the rising number of private-label competitors currently challenging established players in the hydration and functional beverage space across North America.
5Recent Marketing Initiatives
Liquid I.V. has maintained a high marketing tempo throughout the year, including a collaboration with the film Spider-Man: Brand New Day. Additionally, the brand launched the Thirst For More campaign featuring McLaren Racing drivers Lando Norris and Oscar Piastri to promote its sugar-free Hydration Multiplier product to sports enthusiasts.
6Navigating Market Contraction
The broader beverage industry is currently facing significant pressure, evidenced by PepsiCo’s 2% year-over-year volume decline in North America during Q3. These results have prompted leadership to emphasize a turnaround in soft drinks, a context that underscores the importance of Danzi’s mandate to maintain Liquid I.V.’s growth trajectory amidst industry-wide volatility.
7Cultural Impact Mandate
Danzi is tasked with driving cultural impact, a core component of her previous work at Poppi, which was acquired for nearly $2 billion. Her mandate involves leading integrated brand, creative, and media teams to ensure that Liquid I.V. remains relevant as it pushes the boundaries of what a hydration brand represents.
8Future Growth Outlook
As Unilever expands Liquid I.V.’s international presence, Danzi’s appointment signals a shift toward more aggressive cultural positioning. The brand must now balance its established reputation with the need for fresh, aspirational messaging to overcome recent challenges and sustain its position as a leader in the competitive health and wellbeing sector.