# Liquid I.V. and Samsung swing into 'Spider-Man' to spotlight new products Ad campaigns for the new superhero movie are generating major buzz. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-15 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/7d0cb1b9-f2df-44c5-88a0-499b89797287 ## Major Film Collaboration Liquid I.V. and Samsung have launched major ad campaigns for 'Spider-Man: Brand New Day.' Both brands aim to leverage the film's popularity to highlight their products. Liquid I.V. is the film's official functional hydration partner. ## Power of Characters The campaigns feature the film's beloved character Ned Leeds and Spider-Man. Ned promotes Liquid I.V.'s benefits, while Spider-Man uses Samsung's foldable phone. These characters help the brands connect with their target audience. ## Special Products Liquid I.V. has released film-themed Hydration Multiplier Arctic Raspberry and Sugar-Free Raspberry Lemonade. Samsung is showcasing its new foldable Galaxy phone. Both brands aim to attract consumers with exclusive, film-aligned products. ## Creative Ads Samsung's ad was directed by Marvel alum Kasra Farahani, set in Peter Parker's home with film footage. Liquid I.V.'s ad offers a humorous, action-packed story set in New York. ## High Expectations The film releases on July 31, with a projected $180-190M U.S. opening, making it one of summer 2026's biggest hits. Brands aim to tap into this anticipation to reach a wide audience. ## Brand Integration These campaigns showcase the power of integrating brands with pop culture. Liquid I.V. and Samsung successfully tie their products to the film naturally, setting an inspiring example for other brands. ## Sources covering this story - https://www.marketingdive.com/news/liquid-iv-samsung-spider-man-to-spotlight-new-products/825212/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._