We discovered a deep dark secret among many NFL super stars: Even though Gatorade was the sports beverage on every sideline, with huge sponsorship dollars behind it, many players, most prominently Odell Beckham Jr. aka OB3, were filling their personal beverage bottles with Pedialyte vs. Gatorade.

The truth behind it, is that Pedialyte’s hydration properties are more effective for elite athlete’s needs, and lower in sugars and carbs.

So we worked with the client to create a sub-brand, Pedialyte Sport to take the brand from an infant’s beverage, or a flu remedy, to an elite sport beverage.

The campaign was so effective that the king of sports drinks flinched, and introduced a re-fomulated product called Gatorlyte, making exactly the same claims.

This was an historic “David takes on Goliath” marketing event in a high stakes, high profile, hightly profitable category.