Jennifer Dubin is a global leader in clinical hydration. She oversees the brand’s marketing strategy and execution across the consumer and sports sectors. Jennifer has particular expertise in retail and partnership marketing, with additional focus on sales in both the collegiate and professional sports industries.
You wake up in the morning — what’s the driving passion?
Building a brand that has a portfolio of highly effective, great tasting products and the feedback from people about how important Hydralyte is to them. I have heard everything from “pantry staple for my family” and “never leave home without it” to “this product is my life saver”.
What was the genesis for Hydralyte as a company?
Hydralyte was first introduced in Australia over 15 years ago and became a top pharmacy brand kicking out other competitors. Fast forward to today, we have an established business in Canada, a US business in its infancy and we are continually assessing other markets for future expansion.
What separates Hydralyte products from competitors such as Gatorade and other related sports drinks?
Researchers found that when glucose and water were combined with salt in a specific ratio, the liquid could be more quickly absorbed by the intestinal walls, providing rapid rehydration. This solution became oral rehydration solutions and is the basis for Hydralyte. Because all of our products contain the correct balance of sodium, glucose and water, the body can absorb Hydralyte immediately. There are many products on store shelves today, like sports drinks, that are perceived to be effective forms of hydration but in reality can have reverse effects on the body. Our goal is to educate consumers on the science behind dehydration so they can make better choices for themselves and their families.
How is the company selling its products — online, brick and mortar, green grass shops?
Hydralyte is sold both online and in brick and mortar retail, including our newest launch in over 7,000 Walgreens. In the US, Hydralyte is a medical food so our products are located in the digestive aisles of the pharmacy.
Are there certain specific challenges in attempting to widen your visibility with the golf community?
Our aim is to widen the brand’s visibility when it comes to preventing and managing dehydration. Mild to moderate dehydration can occur in the golf community at all levels of play including spectators. Heat exposure/exhaustion is one of the major causes of dehydration and the long hours in the sun for anyone can lead to dehydration. Our compact, portable tablets are great to throw in any golf bag or tote so you are prepared and can avoid being dehydrated.
Many companies routinely tout customer service as a major element of their operations. Define the term and the approach taken by Hydralyte?
For us at Hydralyte, customer service is about delivering consumers products that are purposeful, have a real, positive impact on the body, and are appealing. Our hydration solutions are designed to fit in with your everyday life and make you and your family feel better faster. We will continue to innovate and expand our product offerings to deliver on our promise and best service our customers.
How do you gauge customer satisfaction with the product?
We receive lots of in-person feedback from sampling at events. Most people are surprised after drinking Hydralyte as they are not used to feeling such a positive difference and immediate relief after having a hydration beverage.
Endorsements are a major part for many companies in achieving product credibility with the public at-large. What approach with PGA TOUR and LPGA players is Hydralyte taking with this in mind?
Endorsements are a longer term goal, in the short term our priority is getting our products into the hands of athletes – whether in the PGA, LPGA, or other leagues – and driving trial of our products so athletes can appreciate the benefits of real, effective hydration on their performance.
How is the overall product space evolving and where does Hydralyte see itself in this development?
Hydralyte currently is placed within the digestive category which is seeing signs of significant growth as the “gut” becomes a bigger focus for consumer products. The hydration landscape extends well beyond digestive and we will be closely watching the evolution of other categories as well.
What are the short and long term challenges facing Hydralyte?
In the short term, like any new brand, we are working very hard to build brand awareness for Hydralyte and deliver a positive product experience to consumers. Our short term challenges are primarily to spread the word about what sets us apart from other sports drinks or electrolytes solutions. Long term and over time, we are dedicated to providing consumers with information and education to help them make better hydration choices for themselves and their families.
For more info go to: