Hydralyte x St John

Sponsorship, PR, digital Content

Our goal was to reposition Hydralyte as an everyday rehydration solution, beyond the brand’s heritage of sickness, with a fully integrated sponsorship and PR program.

After a thorough exploration of the Australian landscape and extensive strategic and creative development, the choice for our new partner became obvious – St John Ambulance.

We negotiated an incredible partnership with St John, centred around our mutual goal of keeping people safe and preventing dehydration at outdoor events around the country.

Group of four people in bright orange and white clothing standing together outdoors, smiling and posing with enthusiasm, holding fans and wearing hats, with trees in the background.
Two DJs at an outdoor event titled 'Dance Safe This Summer' presented by Hydralyte and St John.

We launched the collaboration at the start of summer with a national music festival safety PR campaign, featuring St John staff and Aussie electronic music duo Set Mo. We provided festival-goers with a suite of tips to help keep them safe and hydrated while having fun dancing, which received broad media coverage.

We also supported St John with a national supply of product to help manage dehydration at their events, reinforcing Hydralyte as the expert’s choice and category leader.