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Concept
Drench Your Thirst repositioned Hydralyte from a reactive remedy for illness or hangovers to an everyday hydration brand. The idea used bold, exaggerated visual storytelling to dramatise thirst and make rehydration feel immediate, relevant and culturally distinctive.

Execution
The campaign rolled out as a fully integrated platform across TV, cinema, digital OOH, bus and tram wraps, retail proximity media, social, festival ambush activity and retail digital display. The creative broke from typical pharmaceutical category codes, using high-impact, attention-grabbing imagery to make Hydralyte feel more like a modern consumer brand than a functional treatment product.

Result
The campaign helped drive strong growth across value and volume, including category value growth of 8.3% in 4 weeks, 8.5% in 13 weeks and 7.5% in 52 weeks. It also delivered strong retailer performance and achieved the second-highest CTR of all Hydralyte reach campaigns at 0.09%.