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DRENCH
YOUR THIRST
Against new players, build the brand with surprising relevance
Client
Hydralyte
The hydration supplement had been in market a long time, but with new players emerging, Hydralyte needed a brand lift. We developed a new strategic positioning for the product to relate to the everyday, but with a creative approach that avoided the cliché of sweaty sports enthusiasts.
As part of the outdoor media, a selected transit shelter brought the creative concept to life with interactive hydrating misters allowed commuters to choose to be sprayed, or drenched on really hot days.
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