Lene Lay has some rather unusual advice for Vegas visitors: don’t forget the Pedialyte.
The Austin, Texas, resident and director of sales at Q1Media swears by the drink after it helped her battle a bad hangover during her Sin City bachelorette party—but admits she initially thought “it was a little weird because it’s usually reserved for children.”Adults are a growing part of Pedialyte’s market. A third of its sales now come from grown-ups while adult use of the drink has increased by 57 percent since 2012, according to data from market research firm Nielsen.
Realizing this, Pedialyte has begun targeting these older customers who use the product to hydrate—often after a night of drinking. The brand has already begun advertising on social media with a “See the Lyte” campaign that features ads with shirtless men. One ad promises, “When last night’s party threatens to ruin today, those in the know reach for Pedialyte.”
While the causes of a hangover are complex and thus there is no one cure, Pedialyte and competitor Gatorade do help treat handover-induced dehydration, said Dr. Robert Swift, a professor of psychiatry and human behavior at Brown University’s Alpert Medical School.