Pedialyte is the #1 hydration solution recommended by pediatricians, but it’s not just great for kids.
Aside from its status as a cult-favorite hangover solution, many adults are surprised to hear that more than 30 professional sports teams quietly buy Pedialyte direct from the brand at the request of superstar athletes, who [ironically] drink it from their Gatorade bottles throughout games and workouts to stay hydrated.
One of those athletes is NFL star wide receiver, Odell Beckham Jr.
After a widely-publicized falling out with the New York Giants, OBJ was traded to the Cleveland Browns in March 2019.
Because of the contentious split, sports media coast to coast was buzzing with anticipation for his first return to NYC with his new team.
Seizing the opportunity, we launched a billboard takeover at the heart of Times Square that ran the weekend of the game, playfully trolling OBJ’s former team while announcing his new partnership with Pedialyte.
(If you're wondering, that little statue that pops up in the beginning was the hood ornament of OBJ's custom orange Rolls Royce, styled to commemorate his famous one-handed catch…)
And it certainly didn't hurt that OBJ shared the announcement with his 14 million followers on Instagram…
The media and the masses responded, driving awareness for Pedialyte with millions upon millions of adult consumers across the country.
Pedialyte Sport
To continue the momentum, I was tapped to lead packaging design and launch campaign development for Pedialyte’s first product specifically formulated for adult athletes, and its first designed to live outside the baby aisle.
Pedialyte had always been on the sidelines with the greats, but now it could hold its own with giants like Gatorade and Powerade, both on the shelf and in media.
