Care Pharmaceuticals appoints Waterfront; launches new TV spots for Hydralyte brand

CB Exclusive – Sydney marketing agency Waterfront has been appointed as the strategic brand agency for Care Pharmaceuticals, focusing initially on the brand strategy for Hydralyte, before moving to a number of its other brands.

Waterfront has completed a new TVC campaign for the Hydralyte brand which uses the tagline ‘Feel Better Sooner’.

VIEW THE SPOTS

Says Daniela Fra, marketing director, Care: “Waterfront led a collaborative brand strategy for Hydralyte and we’re very comfortable with the outcome, capturing a positioning, brand essence and purpose that now guides our communications. The TVCs produced reflect the steps taken to broaden the brand into a wider variety of usage occasions. Waterfront and their network of partners quickly embraced working with us and are now leading the brand strategy for a number of our other brands.”

In addition to the TVC, Hydralyte’s brand campaign also includes outdoor and the first venture into a dedicated social media campaign. Waterfront worked with digital agency G Squared to target individual audience segments, positioning the brand for usage across multiple occasions.

This marketing and communications strategy works to broaden the position of Hydralyte in consumer’s minds, promoting its use whenever dehydration occurs, and more than just a solution for dehydration due to illness.

Says Garth Agius, agency director, Waterfront: “As market leaders Care are driving growth in the rehydration market and with help from some great partners, we’ve led the brand strategy work, resulting in a fresh, new direction and a perfect example of bringing together the right talent at the right time. We think the demand for uniting ‘best in class’ specialist services only when clients require them, will merely continue to increase.”