Hydralyte makes a splash with first solo TVC in nearly three years
Hydralyte is ensuring that consumers fully understand its capabilities as a hydration solution, via a surprisingly wet campaign from Five by Five Global.
The ‘Drench Your Thirst’ campaign employs a 30-second spot that showcases people reaching for their Hydralyte, only to get dunked on by a blast of water. By leveraging a splash, the platform’s goal was to snag audiences’ attention with an unexpected move.
“Hydralyte leads the category and we wanted to find a way to boldly reaffirm this position with consumers and dramatise the rehydration process, by turning this into a visually captivating experience that resonates with, but also entertains, consumers,” said Mark Anderson, Five by Five Global’s managing director (MD).
“The client gave us a lot of creative freedom and the talent did a brilliant job ensuring we completed the shoot in one day, a big achievement when working with water in this way.
“The Woodshed, our production partners, did an incredible job with nailing each of the scenes and editing.”
Alexis Wormleaton, Care Pharmaceuticals’ senior brand manager, praised the Five by Five team for their work on the campaign, and for the creative as a whole.
“We’re thrilled with the end result, and the brand plays a very clear role in the storytelling, without detracting from the entertainment,” Wormleaton said.
“The proposition couldn’t be conveyed more bluntly! The agency invested the right amount of time in pre-production to ensure the water drop worked naturally and the shoot went very smoothly as a result.”
Debuting on October 1, ‘Drench Your Thirst’ is playing across cinema, TV, out-of-home and social media. This is Flow will look after media.
The platform also marks Five by Five Global’s first piece of work with Anderson at the helm. In mid-August 2024, Anderson stepped into the MD role after more than five years at Cheil Australia – a few weeks after the agency won the pitch to secure Hydralyte’s business. The move also saw the agency’s founder and then-MD Matt Lawton shift into an international position within Lawton Communications Group – the agency’s parent company.
When asked about his appointment at the time, Anderson said: “I am absolutely thrilled to join Five by Five and to work with such a talented team.”
“I look forward to building on the agency’s strong people-focused foundation and helping to drive innovation and growth for our existing, new and future clients. This is an exciting opportunity to shape the future of the agency and to contribute to its continued success.
“I knew the moment I met Matt and visited the office that this was a real unicorn of a position.
“There is such a strong sense of passion amongst the team, and you could tell the business truly puts people at the heart of every decision. People before profit and creativity over corporate agenda. Taking the reins from Matt and having the autonomy to shape and grow a boutique agency in the Australian market is both an exciting opportunity and absolute privilege.”
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say