Hydralyte enjoyed strong brand awareness but low household penetration. It also had a stronger presence in pharmacy vs grocery, and was viewed primarily as an illness-recovery product. Our role was to take this well-known name, get it into more Aussie homes, educate on usage and have Hydralyte consumed more often across these diverse dehydration occasions.
Hydralyte needed to punch above its weight (and budget). So we made the bold move to take the brand off TV and 100% into digital allowing us to target efficiently. Coupled with a fresh organic social strategy and innovative community management approach, the campaign helped to increase sales 24% year on year.