How Liquid IV Uses Rock Paper Scissors Ads — And How to Clone It
Liquid IV has built one of the most recognisable ad playbooks in functional-beverage using the Rock Paper Scissors format. Their scaling weapon: science-backed hydration multiplier claims combined with active lifestyle use cases that drive urgency. Here's exactly how they do it — and how to clone it for your brand.
Why Liquid IV Uses Rock Paper Scissors
Liquid IV's ad strategy is anchored by science and lifestyle. The Rock Paper Scissors format — Two or more creators play rock-paper-scissors with the loser or winner having to use/try/buy the product. — slots perfectly into this because game format creates shareability and lowers commercial intent perception.
The format works particularly well for functional-beverage,subscription-boxes,coffee-tea and performs best on TikTok.
The Rock Paper Scissors Framework
Two or more creators play rock-paper-scissors with the loser or winner having to use/try/buy the product.
Production tip: Use the 'forced choice' format to lower purchase resistance — the decision was made randomly, not commercially.
More Liquid IV Ad Hooks
Frequently Asked Questions
Why does Liquid IV use the Rock Paper Scissors format so consistently?
Liquid IV has built its ad strategy around science-backed hydration multiplier claims combined with active lifestyle use cases that drive urgency. The Rock Paper Scissors format aligns perfectly with this because game format creates shareability and lowers commercial intent perception.
Can I clone Liquid IV's Rock Paper Scissors approach for my brand?
Yes — brands.menu lets you clone the Rock Paper Scissors framework and adapt it to your product. The format works best for functional-beverage,subscription-boxes,coffee-tea and performs well on TikTok.
What results can I expect from the Rock Paper Scissors format?
Game format creates shareability and lowers commercial intent perception. Production tip: Use the 'forced choice' format to lower purchase resistance — the decision was made randomly, not commercially..
Clone the Liquid IV Rock Paper Scissors Formula
Use brands.menu to adapt Liquid IV's proven ad concept to your own Functional Beverage brand.
Get Started