Hydralyte has revealed itself as the brand behind ‘Don’t Let the Dryness Get You‘, an unconventional horror-inspired campaign that built intrigue in the lead-up to Halloween.
Developed by creative agency FbF, recently rebranded from Five by Five Global, the campaign deliberately withheld Hydralyte branding during its opening phase, inviting audiences to encounter the creative as a mysterious horror trailer rather than traditional advertising, with This Is Flow leading media strategy and amplification and M&Co driving PR and earned engagement.
Set in a deserted underground train station, the cinematic horror trailer introduced a mysterious entity known as The Dryness and the haunting line, “All it has to do is wait.” Cinematic OOH, movie-style posters, social content and a dedicated website extended the mystery beyond the screen.
The campaign also saw nine women dressed identically to the trailer’s heroine appear across Sydney’s streets, while an original soundtrack, All It Has To Do Is Wait, was released under the artist name Emmie Noll — an anagram of ‘Lemon Lime’. DJ activity and collaborations with film, horror and entertainment creators further extended the mystery.
The campaign culminated during Maple Social Club’s Halloween event at The Old Clare Hotel, featuring a rooftop party, secret cinema experience and Hydralyte sampling. A coordinated reveal across advertising, social, the campaign website and creator content connected the mystery to Hydralyte, with hidden Easter eggs inviting audiences to revisit the trailer.
“Hydralyte gave us the freedom to take a trusted Australian brand somewhere genuinely unexpected. We wanted to create something people would choose to watch, talk about and share,” said Mark Anderson, managing director of FbF Australia.
“Our Creative Director, Nick Snelling, together with Qube Productions, brought the horror world to life, while This Is Flow and M&Co helped extend the experience across media, culture and entertainment. Together, we’ve created a campaign that rewards curiosity and gives audiences something to discover.”
The campaign marks FbF’s first major work following its appointment to an expanded remit through a competitive pitch, building on a two-year relationship with Hydralyte’s parent company, Care Pharmaceuticals.
Beyond Halloween, the campaign introduces Hydralyte Electrolyte Powder Stick Sachets and sets the stage for the brand’s new ‘Here For It’ platform. Through relatable everyday experiences, humour and culturally relevant content, the platform will focus on younger, lifestyle-driven Australians discovering the growing hydration category.
“As Australia’s number one hydration brand, Hydralyte has built strong trust with consumers over the years. Our focus now is on building on that strength and finding new ways to connect with younger Australians, while staying true to what makes the brand so trusted,” said Trang Quach, marketing manager at Care Pharmaceuticals.
“Don’t Let the Dryness Get You” was a bold and unexpected way to launch our new Hydralyte Electrolyte Powder Stick Sachets, while Here For It is our broader brand platform, allowing us to show up in more relevant ways across the moments that matter to Australians.
“Working with FbF, This Is Flow, M&Co and our Community & Culture Lead, we’ve been able to bring this to life in a way that feels fresh, engaging and a little unexpected for Hydralyte.”
“Disruptive creative ideas deserve media strategies that are just as ambitious. This campaign was a brilliant example of tapping into a cultural moment, using the conventions of horror and the Halloween period to create something genuinely distinctive,” commented Catherine Rushton, chief strategy officer at This Is Flow.
“Launching an unbranded campaign isn’t something we do every day, and it brought a unique level of complexity across social, OOH and cinema. It required us to challenge conventional media thinking, navigate platform and regulatory requirements, and work closely with our partners to bring the idea to life. The result is an industry leading example of what happens when creative ambition and media innovation come together to deliver both cultural impact and commercial value.”
Credits:
CLIENT: Hydralyte, Care Pharmaceuticals
Trang Quach, Marketing Manager
Jazmine Strassmeir, Assistant Brand Manager
Mia Gall, Community & Culture Lead
Creative Agency: FBF Australia
Mark Anderson, Managing Director, Project Lead
Julia Read, Senior Account Director
Nick Snelling, Creative Strategy & Creative Direction, Copywriter
Sian Bedford, Senior Designer
Nelson Mercadal, Senior Designer
Production: Qube Productions
Chris Benny, Director/DP
Emma Scott, Executive Producer
Henry Richardson, Producer & Casting
Adam Smillie, First AD
Dave Molland, Head of Post-Production / Editor / VFX Supervisor / Sound Design
James Ree, VFX & Editor
Lawrence Furzey, Photography
Daniel Da Silva, Colourist / First Assistant
Steve Mackay, Music
Oliver Ivanov, Second Assistant
Jay MacNeill, Gaffer
Lydia-Jane Saunders, Stylist
Danielle Butcher, Hair & Make-up Artist
Media Agency: This Is Flow
Triere Anthony, Business Director
Kieren Eager, Account Director
Brianna Fields, Senior Account Manager
Tasman Sadler, Senior Account Executive
Maddie Sleigh, Account Coordinator
