Will slapping Paw Patrol characters on a powdered hydration supplement be enough to drive success for SOS Hydration in the public markets? SOS Hydration is more than just a company that utilizes entertainment IP from Paw Patrol. Founded in May 2013 by brothers and elite track athletes James and Tom Mayo and James' wife (licensed medical doctor), SOS Hydration has a strong founder-market fit that’s screams authenticity. It seems both SOS Hydration and Liquid I.V. both stumbled on the fact that “people are beginning to realize the importance of staying properly hydrated…” because they launched within months of one another. While it’s hard to quantify just how much the “Liquid I.V. Effect” helped SOS Hydration, there’s no denying that higher tides in the category raised all boats. SOS Hydration is now available in 12,000 retail locations, including CVS and Walmart. In this latest episode, I'll breakdown the SOS Hydration S-1 document and explain where I think the company could improve its operating leverage and get further market momentum. Hint: the functional CPG industry has previously neglected this need for many years.  

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