Pedialyte targets hungover adults

The electrolyte-filled drink isn’t just for kids anymore, according to the brand (and many consumers). 

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The product was originally marketed to parents of kids with a stomach bug, but adults have found it to be a useful rehydration drink for the day after an evening of over-imbibing.

Check out this example of Pedialyte’s adult marketing from Cinco de Mayo:

#CincoDeMayo #rehydrate

— Pedialyte US (@pedialyte) May 5, 2015

Wall Street Journal reports Pedialyte consumption among adults has grown 60 percent in the last three years.

The brand has plans to hit up 144 music festivals and sporting events this summer, where it will give away product samples. Pedialyte is also engaging with celebs on a one-on-one basis:

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