Pedialyte - See the Lyte

Adults were discovering Pedialyte was not just for babies, but also great as a hangover cure. This secret was being shared all over social media, but with no presence on Facebook or Twitter, Pedialyte couldn't join in to amplify the conversation. So, just in time for the hangovers of St. Patrick's Day 2015, we launched a new campaign that helped adults everywhere  “See the Lyte" and feel better fast. 

To address the initial brand concern around alienating parents by talking about alcohol, we separated Facebook and Twitter into two distinct audience experiences: Facebook was for our parents, Twitter was for everyone else. 

Select a Pedialyte social media image below to expand.

Then in 2016 we recommended Pedialyte broaden their audience to not only include hungover adults, but any adults or parents with children who were simply dehydrated (regardless of the cause).  

I provided an updated social media content strategy to help Pedialyte's in-house creative team navigate this new layered and audience-specific messaging. Additionally, I developed a content strategy and then wrote updated copy to help pull these new messaging goals across the site when a full re-architecture wasn't feasible.