Advertising Spotlight: Pedialyte ‘See the Lyte’ Hangover Cure Campaign
Pedialyte, the hydration formula for sick kids, is now targeting adult consumers seeking the perfect hangover cure.
The marketing shift comes after adult use of the drink jumped by 57 per cent since 2012, according to data from the research firm Nielson.
Nearly one third of Pedialyte's customers are adults - most of whom are desperately trying come back to life after a night of binge drinking.
The new See the Lyte campaign informs adults of the formula's revitalizing abilities.
Pedialyte adverts which once featured ill children now include adults hunched over in front of their refrigerator.
'When last night's party threatens to ruin today, those in the know reach for Pedialyte,' says one of the brands new adverts.
The causes of a hangover are complex but dehydration plays a key role and Pedialyte helps to replenish the body with water and electrolytes.
'The thing about Pedialyte, Gatorade and things like that, there is an optimal concentration to absorb glucose and electrolytes and fluid from the intestines,' Dr. Robert Swift, a professor of psychiatry and human behavior at Brown University's Alpert Medical School told CNBC.
Pedialyte's website says that it has the medically recommended balance of sugar and sodium to promote absorption.