JENNIFER
BONHOMME

Building new occassions for Pedialyte with parents 

Pedialyte built a strong brand as the original hydration product for kids and babies when they aren't feeling well. However, as the hydration category experienced explosive growth and increased competition in recent years, Pedialyte needed to reposition itself to expand into new use cases and reach new audiences. By still targeting parents as the shopper of choice, who know Pedialyte can be found in the kids and baby aisle, we were able to tap into a human truth: sometimes the things that we reserve just for our kids are great, way better than what we give to ourselves. We also expanded into new occasions beyond illness, such as summer heat, exhaustion, and travel, creating a powerful effect on the brand and business performance. ​

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Client: Abbott

Agency: VML