Dr. Ken Jeong is promoting a line of V8 drinks as a hangover helper.
The doctor-turned-actor, whose career includes roles in "Crazy Rich Asians," TV’s “Community” and in the “The Hangover” movies, presents himself as a mock doctor at The Center for Hangover Research.
In an online video, Jeong is shown conducting comedic rehydration experiments on participants that involve shots of pickle juice and jolts of electricity. He readily admits that the so-called work is being funded by an endowment from V8 +Hydrate. “Were my experiments thorough? Not really. But were they scientific? Also no,” Jeong says.
The brand is offering up a Dr. Ken-approved Emergency Rehydration Kit including items such as a “Rainforest Soundz” CD, sunglasses, hydrating face mask, neck pillow, and a can of V8 +Hydrate.
The line of drinks with ingredients including sweet potato juice and water is positioning itself as a rehydration aid (read: hangover cure). The push follows the success of a somewhat similar approach from Pedialyte, which now suggests itself both for kids with tummy aches and to help their parents and others recover from too much imbibing and partying.
When Campbell Soup Co. introduced V8 +Hydrate in 2018 it presented the plant-based canned beverage more as something for rehydration after workouts or on the go.
The current campaign, from Edelman, pokes a bit of fun at the required medical disclaimers that run at the end of pharma spots, saying “V8 +Hydrate in no way condones the excessive consumption of alcohol, nor do they recommend the unnecessary usage of tasers or funnels. Also, the Center for Hangover Research isn’t a real place. Please, do not attempt to contact us.”