Pedialyte, the popular oral electrolyte for ailing babies, is gaining in popularity as a hangover cure.

The New York Post reports adult usage of the brand, owned by Similac formula parent Abbott Laboratories, has grown by almost 60 percent since 2012.

Adults now make up a third of Pedialyte’s sales, said Heather Mason, an executive vice president at Abbott.

While Pedialyte has been used by serious athletes and some college students with hangovers, Mason said the dramatic growth in recent years has been spurred by social media.

“There’s an underground movement in social media to drive word of mouth,” including from celebrities Pharrell Williams, Mason told MarketWatch. “We saw increased use by adults. We have high electrolyte and lower sugar content than common [hydration] beverages. That combination caused us to say, ‘We need to be part of this.’