Launching a new flavor to hydrate the health drink market
Created by a physician, BIOLYTE is the first retail drink with as many electrolytes as an IV bag. After strong early growth, the brand was ready for a bold refresh to expand its reach and launch its first new flavor.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
To elevate the BIOLYTE brand, I focused on showcasing its natural ingredients and premium hydration benefits, positioning it as the ultimate refresher for a vibrant life. The campaign turned "The IV in a Bottle" into a must-have, with bold, confidence-boosting messaging. The design was sleek and iconic, using vibrant colors and a clean, healthy aesthetic to highlight the brand’s vitality and lifestyle.
I led and art directed three impactful photoshoots, including one over Zoom during the pandemic! These fresh, dynamic images unleashed the BIOLYTE story, boosting brand awareness. Social media brought BIOLYTE to active, energetic consumers, driving traffic to a new parallax website. Retail and logistics signage took the brand to the streets, amplifying its presence everywhere.
Following the launch of their new flavor and refreshed brand identity, BIOLYTE hit record sales and is now a go-to hydration choice in gas stations, gyms, markets, and pro shops nationwide.
