Pocari Sweat's 'run'away success story
Shantanu Dasgupta, Shunichi Ogawa and Lee Kilyeon
Campaign details
Brand Owner: Otsuka PharamaceuticalLead agency: ADK SingaporeBrand: Pocari SweatCountry: SingaporeIndustry: Non-alcoholic, soft drinksMedia: Events and experiential; Mobile and apps; Point-of-purchase, in-storeBudget: Up to 500k
Market background and cultural context
Out-shouted in media and out-stocked in retail meant Pocari Sweat was invisible – where visibility is everything.
Pocari Sweat is a Japanese isotonic beverage brand, which has been present in the Singapore market for over a decade now. The isotonic category is arguably monpolised...