The Center for Hangover Research
In early 2019, V8 asked if Edelman could get millennials to start paying attention to their new beverage, V8+ HYDRATE. Instead of the typical ad campaign, we decided to completely reposition the drink as something our audience desperately needed: a cure for hangovers.
Launch Video
To unveil the Center for Hangover Research and introduce his recommended solution, Dr. Ken released a video that documented his highly unscientific process.
Rehydration Kit
To ensure that we got +HYDRATE into the hands of the hungover people that needed it, we released the Emergency Rehydration Kit on July 5—the most hungover day of the summer. All it took was a Tweet, and V8 delivered one to you front door within hours.
