Building new occasions with parents for Pedialyte. 

Abbott Pedialyte

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Pedialyte built its reputation as the original hydration solution for kids and babies when they are sick. But as the hydration category rapidly expanded and competition intensified, the brand faced a new challenge: how to grow beyond illness without losing the trust it had earned with parents.

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By keeping parents as the primary shoppers, while reframing how the product fits into everyday life, we unlocked a simple human truth. Sometimes the things we reserve for our kids are actually better than what we give ourselves. That insight allowed Pedialyte to credibly expand into new use cases such as heat, exhaustion, travel, and recovery, while still owning its place in the kids and baby aisle.

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The repositioning helped broaden the brand’s relevance, attract new audiences, and drive meaningful growth by transforming Pedialyte from a situational remedy into an everyday hydration choice.

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Contributions

• Repositioning strategy to unlock new use cases and audiences

• Insight development grounded in parent behavior and category dynamics

• Occasion expansion and messaging strategy

• Creative strategy and brand narrative development

Agency 

VML Chicago