Pedialyte Is Targeting Hungover Adults

Usually reserved for the younger set — and by younger, we mean children — Pedialyte is now targeting adults. The message: if you drank too many cocktails last night, make Pedialyte your drink of choice the next morning.

This idea isn’t new, and it didn’t even come from the brand. According to Nielsen numbers, adult use of Pedialyte has increased 57 percent since 2012. Seeing an opportunity, the brand has been making more of a concerted effort to reach adults with this message about Pedialyte’s utility.