Can Pedialyte Grow Up?
As a recent college grad and former resident assistant, I have seen more than my fair share of students who may have taken in a few too many libations on a Saturday night. And while I tried to show as much compassion as I could for these poor drunken souls, even I couldn’t save them from the unforgiving nature of the Sunday morning hangover.
Most of us have been there, and we all have our remedies: a nice bacon, egg and cheese with a tall glass of chocolate milk; a greasy, mastodon of a cheeseburger; or a handful of ibuprofen and a gallon of water. However, when it comes down to it, we all know the real culprit of our next day torture is simple dehydration.
Enter Pedialyte. Originally a product intended for remedying dehydration and stomach bugs in children, Pedialyte recently launched a new marketing campaign targeting adults battling hangover dehydration. The company caught wind of some of the buzz surrounding their drink and embraced the trend.
The new campaign, “See The Lyte” boasts that Pedialyte is not just for kids. Smart adults will use the product to have a better day after a long night. In addition to the ad above from the campaign’s site, the brand has also used several graphics on Twitter, showing the connection between common drinking occasions and the next-day Pedialyte solution. One of my favorites is the night before graduation. If I had only known then…
Regrets aside, Pedialyte seems to have hit the jackpot with this one, and it looks like they will only continue to tap this new market for all its worth. With celebrities such as Carson Daly tweeting about it, and even more grown-up uses to be promoted, this campaign is a real winner for the brand. I guess it is time to pop the champagne…and prepare the Pedialyte.
~ Kristin Drabik, Account Coordinator, The S3 Agency