Pedialyte is an unlikely cult brand, thanks to organic hype. Their packaging is child-like and medicinal, but a few years ago the brand decided to target (hungover) Millennials thanks to online buzz. Now, the drink is earning tons of free media from enthusiastic influencers, celebrities, and hungover twenty-somethings—some of whom are part of #TeamPedialyte, brand ambassadors that receive freebies for posts. The strategy is working: parent company Abbot Labs said that adults account for “at least half” of Pedialyte sales. (Vox)
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