Pedialyte Embraces Its Status as Hangover Helper

Forget hair of the dog; the new hangover cure of choice is Pedialyte. (Photo: Everett Collection/Shutterstock)

There are plenty of tips to prevent hangovers, but we all know not everyone follows them, instead looking for help after the fact. The latest hangover remedy has adults heading to the infant aisle of the store to find Pedialyte.

Abbot Laboratories, maker of the drink, says Pedialyte has grown by 60 percent in the past three years, according to Market Watch. Recently, the company's sales for adult consumption climbed to more than one-third of its total sales, up from the 10 to 15 percent it had been.

Heather Mason, an executive vice president at Abbott Laboratories, attributes this growth to "an underground movement in social media to drive word of mouth." Celebrity Pharrell Williams posted a photo of his Pedialyte regimen on his Instagram account, and Miley Cyrus has been photographed carrying a bottle of the beverage.

Pedialyte is choosing to embrace the adult usage of its beverage for infants and is now marketing to adults. The brand launched an online- and social media-focused campaign “See the Lyte” in March aimed at adults, saying Pedialyte is the "secret to a good morning."

You're an adult. You've got things to do. You don't have time for a rough morning. That's where we come in.

Pedialyte-as-hangover-cure is mentioned in the list of rough-morning ailments adults can have, but the campaign does not make it the main focus. In addition to "occasional alcohol consumption," Pedialyte can be used by an adult when mild to moderate dehydration occurs due to diarrhea, vomiting, exercise, travel, heat exhaustion, and occasional morning sickness.

Larger powdered-stick packs for adults, in new adult-favorite flavors like strawberry and orange, hold enough Pedialyte for a 16-ounce water bottle so adults don't need to use two powdered-stick packs.

In addition to the online campaign, Pedialyte will hit the festival circuit this summer. Free samples will be handed out at 144 music festivals for adults who need to rehydrate, whatever the reason.

Have you ever used Pedialyte as a hangover cure or any other reason you needed to rehydrate?