Description
Most hydration brands are talking to elite athletes. BIOLYTE, the leader in medical-strength hydration, is talking to everyone else: the landscaping crew pushing through hour six in the heat, the parent who needs to stay sharp when the whole household goes down with a virus, and the fitness-enthusiast who demands complete hydration that keeps up with their effort.
It all unfolds in "LYTE IT UP," BIOLYTE’s first national campaign, which launched April 1 and was made in partnership with Fitzco, the Atlanta-based agency that unleashes brand energy. The campaign reframes optimal hydration as an everyday need rather than a sports or illness solution, and it does it without leaning on buzzwords or extreme athletic imagery.
At the center of “LYTE IT UP” is a cast of ‘Thirst Responders,’ everyday hydration heroes who show up wherever dehydration strikes. They're funny, credible, and refreshingly real. BIOLYTE is physician-formulated, which gives the brand real medical credibility to stand on.
"BIOLYTE was built by a physician who saw how fast proper hydration could change someone's recovery,” said Jesslyn Rollins, CEO of BIOLYTE. “We've always known it works. This campaign is about reaching people before they're already wiped out.”
"The Thirst Responders isn’t just a creative concept,” said Ryan Boblett, Head of Creative at Fitzco. “It was inspired by a real BIOLYTE team working in communities every day to spread the word about this exceptional product. I love when you can take a truth about a brand and celebrate it in a unique creative way.”
This professional campaign titled 'Thirst Responders' was published in United States in April, 2026. It was created for the brand: BIOLYTE, by ad agency: Fitzco. This Integrated medium campaign is related to the Drinks (Non Alcoholic) industry and contains 2 media assets. It was submitted 3 days ago.
Credits
Brand: BIOLYTE
o Jesslyn Rollins, CEO – BIOLYTE contact for quotes
o Trey Sinclair, COO
o Dylan Bledsoe, Head of Partnerships
o Chris Taylor, Marketing Manager
Agency: Fitzco
o Ryan Boblett, Head of Creative
o Ashlyn Taylor, Associate Creative Director, Creative Lead
o Cat Sheehan, Associate Creative Director, Creative Lead
o Ana Steiger, Senior Producer
o MK Uertz, Associate Strategy Director
O Lindsey McVay, Head of Account Management
o Sandy Hall, Account Director
o Caroline Malphrus, Account Manager
o Katie McAlister, Director of Project Management
o Kim Harrison, Group Media Director, Connections Strategy
o Mackenzie Randolph, Associate Media Director, Connections
o Anna McCarthy, Media Planner
o Cassie Malec, Senior Specialist, Digital Platforms
o Maya Werner, Associate, Digital Platforms
o Chris Wallrapp, CEO
Production partners:
o Chomp Pictures
o Tom Rittenhouse, Director
