Hydralyte sought to transition from a pharmacy staple to a lifestyle hydration solution. We launched the “Drench Your Thirst” campaign, using visually dynamic creative assets and culturally resonant messaging to engage health-conscious consumers.

The campaign spanned TV, OOH, and digital media, driving global reach and retail success. By positioning Hydralyte as an everyday hydration solution, we helped secure its leadership in the wellness market, reaching broader audiences and increasing both consumer and retailer engagement.

This shift required compliance with strict TGA guidelines while maintaining a clear focus on the masterbrand, avoiding overlaps with Hydralyte Plus or Hydralyte Sport. Additionally, the campaign needed to address a common issue: Australians often delay hydration until physical symptoms arise, underestimating the ongoing hydration needs of their active bodies.

By leveraging bold creativity, humor, and multi-platform integration, FivebyFive Global helped transform Hydralyte into a lifestyle brand that resonates with modern consumers, ensuring its relevance in both the hydration and wellness spaces.