Re-medicalizing a brand and creating the category of Therapeutic Hydration.
In order to combat category confusion and product substitution we repositioned Pedialyte as “Therapeutic Hydration that comes to the rescue” and the only choice for mom’s who need to prevent dehydration due to diarrhea and vomiting.
Consumer media connected the medical benefits of Pedialyte with the urgency of stomach flu scenarios by showcasing mom coming to the rescue when little bellies misbehave, making an unpleasant condition charming and memorable.
In professional media it was important to educate healthcare
professionals that many household beverages, including sports drinks, contain sugar that can make diarrhea worse.
The website was designed to be easily updated using modular components that create relevancy based on seasonal flu activity. The site’s store locator lets moms locate the right flavor and form of Pedialyte nearest them. To reinforce the medical heritage of Peidalyte, we enlisted Dr. Sandy Chung as our spokesperson. Her credibility helped deliver the appropriate medical advice through videos, a downloadable survival guide, and PR efforts during flu season.
Associate Creative Director
Senior Art Director