Abbott’s Pedialyte ‘Evangelized’ With OBJ As Sports Drink For Athletes, Adults
Saturday, September 7, 2019 at 08:04AM By Barry Janoff
September 6, 2019: The rebranding and marketing teams at Abbott Laboratories are at it again.
For much of its history, Ensure was closely associated as mainly being a nutritional supplement for the elderly "to keep them healthy and energetic."
But years ago, Abbott reimagined the product, and it is now pitched to adults of all ages as, “Ensure Drinks: To give your body the nutrients it needs. Great taste. Balanced nutrition. Always be you.”
Abbott is now reconfiguring its Pedialyte product, which for more than 50 years was prioritized to “promote rehydration and electrolyte replacement in ill children.”
What is Pedialyte today?
Still sold in the “baby aisle” but now being pitched as an alternative to sports drinks for athletes who rely on it for advanced rehydration.
To make that point clear, Abbott has signed NFL All-Pro Odell Beckham Jr., to serve as a creative director and ambassador for Pedialyte.
"The secret's out that Pedialyte is evangelized by athletes in locker rooms nationwide as a great option for advanced rehydration,” said Chris Calamari, vp and GM-Pediatric Nutrition for Abbott, via the company.
But not just athletes: Abbott said that adult usage accounts for more than 50% of overall sales.
“Dehydration can be caused by exercise, food poisoning, heat, travel or whatever life throws at you," said Abbott.
“Pedialyte is the “No. 1 doctor- and pharmacist- recommended brand for rehydration, with an optimal balance of electrolytes and glucose to feel better fast.
“While rehydration relief during illness is still the most frequent reason adults use Pedialyte, the next highest usage is during sports and fitness, attracting high-performing professionals like Beckham and everyday athletes alike," according to Abbott.
The wide receiver for the Cleveland Browns will contribute to marketing, content and product development, said the alliance was organic.
"I learned about Pedialyte from my mom," Beckham said via the brand.
“And since then I've been turning to it not just when I am training or playing, but also when I'm traveling, whenever I need it — because it works. Now, I'm excited to tell my fans all about it."
In addition, Abbott has made the product consumer-friendly.
Flavors include Berry Frost, Strawberry Freeze, Iced Grape, Chilled Cherry Pomegranate and Kiwi Berry Mist.
Pedialyte can be found — again stressed as being “in the baby aisle’ — in ready-to-drink bottles, powder packs and freezer pops in a number of flavors and varieties, including AdvancedCare Plus, with 33% more electrolytes.
According to Calamari, ”And working with OBJ to share that message was a natural choice for our brand. He's a huge fan of the product, crediting its use to help him in his quest for optimum performance.
"We're excited for OBJ to bring his creativity and entrepreneurial spirit to the Pedialyte brand."