In this exciting episode, Aaron Jones, VP of eCommerce and media at Liquid I.V.® (a Unilever brand) discusses the origins of Liquid I.V.® and how growing up in the digital sphere has allowed the brand to invent and continue to own the powdered hydration category. Aaron also highlights what has led to incredibly successful Prime Days the past two years (Liquid I.V.® had the 3rd highest-selling product on Amazon in terms of units sold this past Prime Day), and provides insight into treating each deal event as a unique way to reach customers where they are. Every brand should listen in for a story about innovation, agility, and CPG boundary-pushing.