Social and Conceptual

Abbott Pedialyte

When a 50+ year old children's brand realized adult sales had grown by 50%, they knew they were in the midst of a huge market shift, and that it required a creative approach that would appeal to a vastly different new market while not alienating it core base.

Role: Creative Direction, Design

Combining the insight that this new adult market was fueled by being in on the secret and the ego gratification that goes along with it, we developed a tone we called "respectful irreverence". With an often cheeky, wink, wink, in the know message, we needed to drive this new segment to overcome the biggest hurdle, the baby aisle.

The brand launched it's first ever adult campaign #SeeTheLyte across Twitter and Facebook on St. Patrick's Day 2015.

PR pick ups across national news media, and major coverage across online blogs, continued sales increases since the campaign launch and has since expanded usage into other adult use cases beyond the hangover... whoops I mean the dehydration you may experience after a couple of cocktails.