Now, you can use Pedialyte not just when your child has an upset tummy. Since long the product has helped kids rehydrate and recover from stomach bugs. But, now the adults looking to cure a hangover make up a third of the Pedialyte market.

Recently the brand, in order to cater to their new customers has launched a new marketing campaign aiming at adults with a dreaded hangover.

The company's ‘See The Lyte’ campaign is featuring a shirtless man with messy hair standing before a fridge, which contains a bottle of Pedialyte. The fluid may prove helpful in easing hangovers by replenishing the body with electrolytes, salts and sugars.

Melissa Price, a physician's assistant who sees patients in Orlando, Florida, explained that alcohol is a diuretic. Its consumption depletes sodium, which regulates how water is used in the body.

Alcohol rids the body of water and electrolytes including potassium and magnesium through urination and leads to dehydration. Hangovers are the body's reaction to withdrawal from alcohol.

The common symptoms of hangover include fatigue, thirst, nausea and vomiting. The severity depends on the individual and the consumption.

Celebrity endorsements have boosted the popularity of Pedialyte as a hangover cure. Recently, Miley Cyrus had posted a selfie holding up a bottle of Pedialyte, and Pharrell Williams told US Weekly that he has been drinking the stuff ‘almost every day’.

In order to help cater to the growing market for adults, brand owner Abbott Laboratories has said that they will start selling larger packs of the powdered version of the drink and will introduce new flavors including lemonade, strawberry and orange.

Pedialyte is just another in a growing list of products and services that cater to the market for hangover cures.