Helping athletes find hydration that works as hard as they do.

Many athletes perceive Pedialyte® as something specifically designed for kids who are sick, and default to the sports drinks ”everyone else” turns to. This Norton Agency TV spot was designed to convey that extraordinary results come from making out-of-the-ordinary choices. This work successfully helped Abbott grow share among “serious hydration” and “athlete” audiences, helping to not only expand reach, but evolve the hydration drink category overall, as well.