• by Fern Siegel , October 6, 2025

Biolyte has selected Fitzco as its first AOR. This is also the first win for Chris Wallrapp, the new agency CEO.

Biolyte is a medical-grade hydration drink that claims to offer the same number of electrolytes as an IV bag. Formulated by a physician, Biolyte helps to relieve headaches, fatigue and nausea associated with dehydration.

Fitzco's remit is both creative and media, won after a competitive review. The agency will develop a new brand platform that lives within the existing “IV in a Bottle” tagline.

“Biolyte is the kind of brand creative teams dream about: purposeful, disruptive, and genuinely different,” said Ryan Boblett, Fitzco’s head of creative. “It’s not just another player in the hydration space. It’s rewriting the rules with a product that actually works and a story that’s deeply personal.”

Fitzco is part of the Burrell Communications Group. Its roster includes Madison Reed, Murphy’s Naturals, Optimum Nutrition and Optum (UnitedHealth Group).