Pedialyte has a new marketing target: hungover young adults. The children’s dehydration treatment brand noticed that older consumers were embracing their product online, and adult use of Pedialyte has reportedly increased 57% since 2012. Though they have no plans to change packaging, they are messaging to young partiers on Twitter, will be releasing a powdered pack for adults, and begin to have a presence at music festivals. (Adweek)
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