BIOLYTE Teams with Fitzco for First National Campaign, "LYTE IT UP," Built Around "Thirst Responders"

Apr. 11, 2026

Most hydration brands are talking to elite athletes. BIOLYTE, the leader in medical-strength hydration, is talking to everyone else: the landscaping crew pushing through hour six in the heat, the parent who needs to stay sharp when the whole household goes down with a virus, and the fitness-enthusiast who demands complete hydration that keeps up with their effort.

It all unfolds in "LYTE IT UP," BIOLYTE’s first national campaign, which launched April 1 and was made in partnership with Fitzco, the Atlanta-based agency that unleashes brand energy. The campaign reframes optimal hydration as an everyday need rather than a sports or illness solution, and it does it without leaning on buzzwords or extreme athletic imagery.

At the center of “LYTE IT UP” is a cast of ‘Thirst Responders,’ everyday hydration heroes who show up wherever dehydration strikes. They're funny, credible, and refreshingly real. BIOLYTE is physician-formulated, which gives the brand real medical credibility to stand on. 

Jesslyn Rollins, CEO of BIOLYTE said:

"BIOLYTE was built by a physician who saw how fast proper hydration could change someone's recovery․ We've always known it works. This campaign is about reaching people before they're already wiped out.”

 

Ryan Boblett, Head of Creative at Fitzco said:

"The Thirst Responders isn’t just a creative concept. It was inspired by a real BIOLYTE team working in communities every day to spread the word about this exceptional product. I love when you can take a truth about a brand and celebrate it in a unique creative way.”