Pedialyte is no longer just for when your child has an upset tummy. For years, the product has helped kids rehydrate and recover from stomach bugs, but adults looking to cure a hangover now make up a third of the Pedialyte market. To cater to their new clientele, the brand recently launched a new marketing campaign aimed at adults with a dreaded hangover.
The company's "See The Lyte" campaign features a shirtless man with messy hair standing before a fridge, which contains a bottle of Pedialyte. The fluid may help ease hangovers by replenishing the body with electrolytes, salts and sugars.
"Alcohol is a diuretic," explained Melissa Price, a physician's assistant who sees patients in Orlando, Florida. "Consumption depletes sodium, which regulates how water is used in the body,"
Alcohol rids the body of water and electrolytes including potassium and magnesium through urination and can cause dehydration. Hangovers are the body's reaction to withdrawal from alcohol. Common hangover symptoms may include fatigue, thirst, nausea and vomiting. The severity depends on the individual and how much they consumed.
Celebrity endorsements are helping boost the popularity of Pedialyte as a hangover cure. Miley Cyrus recently posted a selfie holding up a bottle of Pedialyte, and Pharrell Williams told US Weekly that he drinks the stuff "almost every day."
To help cater to the growing market for adults, brand owner Abbott Laboratories said they will begin selling larger packs of the powdered version of the drink and will introduce new flavors including lemonade, strawberry and orange.
Pedialyte is just another in a growing list of products and services catering to the market for hangover cures. Last month, CBS News reported on The Hangover Club, a home-delivery service for IV nutrient therapy to treat hangovers.
"Medical professionals hook themselves up to IV bags, too," Price said.
For other people who might be going into work with a hangover, Price recommends bringing along a bottle of coconut water instead of of Pedialyte, though. "It's less conspicuous."
To prevent or reduce the severity of a hangover, Price recommends drinking lots of water before and during your night out and eating a decent-sized meal beforehand.