Pedialyte · Parents’ Night Out

Abbot US wanted to reimagine Pedialyte as a hydration cure that’s not just for kids, but for parents as well. In addition, they wanted to introduce new Pedialyte Advanced Care, which helps with severe dehydration.

We conceptualized and pitched a campaign, showing a family in various stages of dehydration, with one spot focused on parents in silly alcohol-related situations. This new approach was a big leap, as it was the first time Pedialyte acknowledged their product was being used as a hangover cure, based on viral social media posts from user created content.

In addition to directing, we provided production which yielded numerous IGTV and preroll content, and four hero spots. We also executed a print campaign simultaneously, which was used across various banner ads driving web traffic.