Leading oral rehydration solution, Hydralyte, has appointed Red Havas as its communications agency following a competitive pitch. The agency will be engaged to support Hydralyte’s strategy to unleash the power of rehydration through disruptive and channel agnostic ideas that reinforce the brand’s category leadership.

Red Havas’ remit includes developing an ongoing earned media and influencer relations program to support Hydralyte’s range of brand initiatives, education and product communications. The team will also lead key brand campaign activities to further build brand equity and highlight its role as the market-leading oral rehydration solution.

In addition to PR activity, Havas Blvd will also be working with Hydralyte on a revamped website to provide an improved user experience.

Hydralyte’s key proposition focuses on its ability to make rehydration simple. The product replaces water and electrolytes lost due to tummy bugs, heavy sweating, vigorous exercise and occasional hangovers, providing faster rehydration than water alone.

Joan Isaac, Senior Brand Manager for Hydralyte at Care Pharmaceuticals, said: “As a disruptive brand with a mission to unleash the power of rehydration, we needed an agency partner who could bring creative firepower and therapeutic experience in equal measures.

“Red Havas demonstrated a genuine passion and belief in our brand, presenting smart, strategic solutions to support our marketing strategy and execute with excellence. We’re excited to bring our program to life and deliver our rehydration message with real impact.”

Sue Cook, Head of Healthcare at Red Havas, said: “We’re thrilled to welcome Hydralyte into our portfolio. It’s a fantastic brand with big ambitions and a desire to make a difference in people’s everyday lives through the power of hydration. We are looking forward to championing their brand narrative in the coming months and ensure they become a meaningful brand in supporting consumer health.”

The appointment builds on the agency’s burgeoning footprint in consumer healthcare with deep expertise across nutrition, skincare and wellness.