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 so without leaning on buzzwords or extreme athletic imagery...