Life is a marathon. Hydrate every step.
The pharmaceutical company UPSA, known for the iconic Dafalgan, is launching its latest innovation: Hydrafizz, an innovative range of effervescent tablets with electrolytes, vitamins and minerals designed to boost everyday hydration.
Electrolytes? That’s just for hardcore athletes, right? While sweating is often associated with sports, UPSA offers a different perspective on daily life.
Sure, we sweat during a 30 km trail run. But also in a packed meeting room, carrying groceries when the elevator is broken, or on a ‘not-that-great’ Tinder date.
This simple idea gave birth to “Life is a marathon”, the campaign platform imagined by agency Air. The goal? To make pharma communication… that doesn’t feel like pharma communication yet with the precision of pharma. Not an easy task.
Arnaud Bailly, Creative Director at Air:
For this type of campaign, the challenge was to create a concept that could adapt to all markets: Europe, the US, and Asia. And let’s be honest, ‘keeping up with life’ is the only sport everyone plays. Beyond the universal idea, the challenge was to design a film that could be adapted to local insights and trends, while maintaining a strong, consistent message:
we're all high-level athletes in this fast-paced life. So, let's hydrate like one.
The campaign highlights everyday athletes: those who visit Paris in a day, those who pick up the kids three times a day, those who binge watch the latest season of Squid Game overnight.
In short, it’s highly versatile campaign platform with a very human tone. And because authenticity is at the heart of the approach, every actors are actual UPSA employees.
Michelle Defooz, Strategy Director at Air:
Hydrafizz is fully produced in France, more specifically in Agen.
In pharma, that's rare enough to be worth mentioning. That’s why the casting was done 100% with UPSA employees. A way to showcase the pride of the French teams who have designed and manufactured Hydrafizz locally, in Agen. This logistical and human challenge once again underlines UPSA’s deep roots, its commitment to ‘Made in France’, and its dedication to highlighting its own people.
The campaign rolls out across TV, POS, digital, always-on, with a series of activations planned in various markets over the coming months.
With Hydrafizz, UPSA marks a strong comeback in consumer health innovation—placing people, their efforts, pride, and challenges at the heart of the product promise.
Crédits :
Client : UPSA - Hydrafizz
Client contact : Marine Rochez, Gabrielle Vivier-Cousin, Camille Franc, Isabelle Van Rycke
Agency : Air
Creative Director : Creative Council
Creatives : Julian Lesceux, Bruno Giunta, Arnaud Bailly
Strategic Director : Michelle Defooz
Client Manager: Juliette Defoux
Craft Producer: Bérengère Lurquin
Production : Union Call
Director : Romain Habousha
Post Production : Paume