Launching a new flavor to hydrate the health drink market
Developed by a physician, BIOLYTE is the first retail drink that delivers as many electrolytes as an IV bag. The business had done well in its first couple of years, and they were ready to update their brand – both to grow their presence and to introduce their first new flavor into market.
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.
My strategy to grow the BIOLYTE brand was to highlight the natural components and benefits that make BIOLYTE the premium hydration drink, as well as position it as the go-to refresher for a vibrant life. The campaign sought to make "The IV in a Bottle" more aspirational with modular headlines of confidence-inspiring messages. To create an iconic look and feel, the design was simple and focused on the bright colors and healthy ingredients, as well as healthy lifestyles.
I planned and art directed three photoshoots – the earliest of which I art directed over Zoom in the midst of the pandemic! A library of new images created the freedom to tell the BIOLYTE story and enhance awareness. Social media content put BIOLYTE into the hands of active and energetic people and helped direct an audience to learn more about the drink on a new parallax website. Retail and logistics signage put the brand into the world.
After the launch of the new flavor and updated brand identity, BIOLYTE enjoyed their largest sales figures to date and it continues to quench thirsts from the coolers of gas stations, gyms, markets and pro shops.
