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Problem:

Pedialyte is an advanced hydration solution specifically formulated with the optimal balance of sugar and electrolytes needed to help replenish fluids, minerals, and nutrients that are lost due to dehydration

75% OF ADULTS SUFFER FROM DEHYDRATION AND HAVE NO IDEA.

What we uncovered in our consumer truth was that dehydration feels like an extreme case, a hangover, diarrhea, and muscle cramps, but by the time we notice we’re dehydrated, it's too late. 

With all of its benefits and being the #1 doctor recommended brand in this category, Pedialyte is still not seen as a grocery store staple.

 

 

CHALLENGE:

MOVE THIS BOTTOM SHELF BRAN TO EYE LEVEL 

Our idea was to inform our target audience of proactive and responsible young adults that adding Pedialyte to your daily routine is the simplest and most effective way to relieve the discomforts of dehydration. We learned that our audience shared the commonality that they all trusted and relied on their community and peers for information.

  • Product extension

  • OOH

  • Brand partnership

WHAT WE CREATED:

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"I’m the one you can trust without feeling judged. Because I’ve been there and done that too.

I’m the one that carries aspirin in their purse when you have a headache or that you call when you
have had one too many and need a ride home.

 

I’m Nurse Pia, and I’m here to take care of you."

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"Hello! This is your nurse speaking. Maybe I’m your literal nurse. Maybe I’m someone else.
Your mother. Your coach. Your best friend.

 

Whoever I am, I’m the person you turn to for help and advice.
The one who cheers you on and watches out for your limits."

Digital Assistant  - We created a persona that the audience can trust as a reliable source for all their hydration needs

Our chosen brand voice was the driving force behind our campaign, Hack Hydration, our creation of Nurse Pia, was a trusted voice you could look to in order to learn about any dehydration symptoms you have.

NURSE PIA

OOH Ad:
Contextually driven to speak to each symptom of dehydration

Our Hack Hydration campaign extended to OOH ads in places our target audience would likely be experiencing severe dehydration such as, the gym or airports, or even music festivals.

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Brand Extensions:
Entice and educates our target audience

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In partnership with Austin City Limits Music Festival 2022, Pedialyte will offer a special edition water bottle with the 3-day platinum ticket package to introduce the brand partnership and the goal to stay hydrated. Extending the partnership to brands such as FitBit and the Apple Watch, our special edition bottle will have the capability to sync with the technology and corresponding

health app to measure your body’s biometrics and light the bottle up, notifying the consumer that they are dehydrated.

Art Director - Grace Geary

Copywriter - Craig Kissoon

Strategist -Fade Akinsade

Experience Designer -Charles