- Liquid I.V. has cast Jacob Batalon, who plays Ned Leeds, in a new TV commercial tied to "Spider-Man: Brand New Day."
- Liquid I.V. is the exclusive functional hydration partner of the film, with co-branded products already on shelves through August 31.
- The ad leans into Ned's unresolved storyline from "No Way Home," where Peter Parker erased himself from his friends' memories.
- The deal is part of a wider push, following product placement in the movie and a fan experience still to be detailed.
Liquid I.V. has swapped Spider-Man himself for his best friend. The Unilever-owned hydration brand released a new TV commercial starring Jacob Batalon, who plays Ned Leeds in the Marvel Cinematic Universe, ahead of the July 31 release of “Spider-Man: Brand New Day.”
The 30-second spot follows Batalon down a hot New York City sidewalk, playing off an unresolved thread from “Spider-Man: No Way Home,” where Peter Parker’s memory was erased from everyone who loves him, Ned included.
Liquid I.V. is the exclusive functional hydration partner of the Sony Pictures film. The deal includes in-movie product placement, a new commercial, and limited-edition Hydration Multiplier flavors (Arctic Raspberry and Sugar-Free Raspberry Lemonade) wrapped in the hero’s red-and-blue colors.
The products launched June 1 and are sold at liquid-iv.com, Amazon, and retailers including Target, Walmart, and CVS through August 31.
The brand has a track record of celebrity and influencer tie-ins, including past collaborations with Michelle Phan, Keke Palmer, Becky Hill, Brittany Broski, Chantel Jeffries, and StassieBaby.
This is a busy summer for hydration brands courting entertainment fandoms. Liquid I.V. also recently linked up with FLO for a nostalgia-fueled “Say Yes” summer campaign celebrating its new Sugar-Free Ring Pop Cherry flavor. Other marketers have leaned into superhero releases too; Ulta Beauty tapped Milly Alcock for a “Supergirl”-inspired DC Studios campaign earlier this year.
For Batalon, the Liquid I.V. spot is his most visible brand campaign to date, arriving as he returns to the franchise that made him a star in 2017. His recent acting portfolio includes “The Wrecking Crew,” “Novocaine,” “Tarot,” and Syfy’s “Reginald the Vampire.”
Takeaways
Liquid I.V. didn’t just buy an ad; it bought into a plot hole. By building the campaign around Ned’s severed memory of Peter Parker, the brand ties its product to the story instead of just interrupting it, a smarter play than a generic celebrity spot.
Choosing Batalon over a bigger name like Tom Holland or Zendaya also signals a shift: supporting players with built-in fan affection can carry a campaign just as well as the lead.
Does casting Ned Leeds instead of Spider-Man himself make the campaign feel more authentic, or does it read as a budget-conscious choice? Will limited-edition, movie-timed flavors like Arctic Raspberry outsell Liquid I.V.’s core lineup, or fade once the film leaves theaters? Could this campaign open the door for more “best friend” and supporting-cast endorsement deals industry-wide?
