Pedialyte wants adult customers.
The beverage company, which has previously marketed its product as a treatment for children dehydrated from colds or flu, is now marketing it as a hangover remedy.
Many adults began sharing Pedialyte on social media as a way to combat hangovers, the company said in a news release. Some adults interviewed by Marketplace.org claim the drink works better than Gatorade.
Adult consumption of the beverage has increased by more than 57% in the past five years. One in three of the brand’s consumers is an adult.
The company hopes marketing Pedialyte’s hydrating qualities to revelers will lead to double-digit sales growth.
Sales of the oral electrolyte solution previously rose during cold and flu season and dropped off severely. Since adults started buying the beverage, sales have stabilized.
The brand’s “see the Lyte” ads feature young adults stumbling to the refrigerator.
Pedialyte also released a powdered version of its solution aimed at adult customers.
Men’s Health magazine claims it’s a myth that electrolyte beverages like Pedialyte and Gatorade cure hangovers better than plain water.
“Research has shown Gatorade is no better for a hangover than water from your tap, so save your money,” Men’s Health writes.
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