As the hydration category becomes increasingly crowded with youth-focused challenger brands, Hydralyte approached Layers with a clear ambition: shift perception among 18–30-year-olds.
As a legacy brand, Hydralyte wished to reposition itself as a product that supports active, high-impact lifestyles — particularly in environments where hydration is critical. Lost Paradise, a four-day, 15,000-capacity camping festival held in the height of the Australian summer, provided the perfect cultural context.
Our strategy was simple: move from medical to movement.
Layers created the Hydralyte Hydration Station, a purpose-built chillout space located in a high-traffic thoroughfare beside the festival’s main stage and primary campground entry. Designed as both a functional service and a cultural touchpoint, the activation blended utility and function with colour and energy.
Luring patrons in via its vibrant, custom-branded misting tunnel, the Hydration Station provided relief from the heat, chilled water refill stations, shaded seating and a curated DJ program inspired by the wide-ranging sound palette of Notting Hill Carnival — with artists briefed to play alternative genres from what they’re traditionally known for.
200,000 Hydralyte samples were distributed across the four-day festival, with the roving team hitting campsites, dance floors and the breadth of the festival site at key heat windows. Additionally, water refill stations throughout the site were branded with Hydralyte’s “Drench Your Thirst” decals, ensuring Hydralyte was present at all key hydration moments throughout the event.
Beyond on-ground engagement, the partnership extended into ticket giveaways, integrated festival content, and dedicated brand capture. Hydralyte leveraged Lost Paradise content across digital, social and out-of-home placements nationally.
The results were both culturally resonant and commercially meaningful:
58% of post-event survey respondents experienced the Hydration Station.
77% recalled Hydralyte as a brand at the festival.
66.6% reported being more likely to consider purchasing Hydralyte following the event.
Festival content featuring Hydralyte reached over 320,000 people.
Most importantly, the activation was embraced by attendees as a valuable new addition to the festival experience — not just a brand presence, but a service that genuinely enhanced their weekend.
"From day one, working with the Layers team felt like a true partnership - easy, collaborative and grounded in deep industry expertise.
Their guidance, professionalism, and attention to detail made the Hydralyte activation at Lost Paradise a standout experience." - Johanna Aguilera, Events Marketing Manager, Care Pharmacuticals
"From the start, the team brought great ideas and approaches, with a strong understanding of what would land with the Lost Paradise crowd.
Their creativity and clear organisation made the Hydralyte x Lost Paradise campaign a pleasure to work on." - Brianna Fields, Account Manager, This Is Flow
