Care Pharma has appointed Five by Five Global as the creative agency of record for its Hydralyte brand following a competitive pitch.

The brand has previously worked with 72andSunny to launch a new brand platform and product range. Now, Five by Five's remit will see the agency launch an integrated campaign aimed at reinforcing Hydralyte's position in the oral rehydration solution (ORS) category.

Marketing Manager at Care Pharmaceuticals, Joan Isaac, said: "Five by Five showed us they understood the audience brilliantly and gave us a brand vision that plays perfectly on a compelling tension point".

Media planning and buying for the upcoming campaign will remain with This is Flow.

Five by Five Global's Client Director, Matt Alchin, said: "For me, it’s the most recognisable name in the hydration space and we are absolutely over the moon to get the opportunity to work with such an iconic brand."

Five by Five Global is an independent integrated agency with a diverse portfolio of clients across various sectors, including financial services, video games, real estate, pharmaceuticals, and retail. Founded in 1979, the agency has expanded from the UK to Los Angeles and Sydney.