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 their other brands.
Following the appointment, Waterfront was briefed on developing a new TVC campaign for the Hydralyte brand. The campaign consists of a 30 second and two 15 second ads which launched on air on Sunday 24 July.
Care’s marketing director, Daniela Fra said, “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 TVC’s 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.
Waterfront agency director, Garth Agius said, “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.