Pocari Sweat Singapore has partnered with APD, a 360-degree digital services firm, to show support for consumers in their daily “marathons”. Titled “Pocari Sweat Everyday Marathon”, the campaign features a video starring Singapore-based TV presenter Stephanie Carrington and will run until 31 July. The video was produced by Untitled Productions.
“Pocari Sweat Everyday Marathon” is targeted at consumers who live active and full lives, and Pocari Sweat is the companion to their everyday marathon, aiming to make active living feel accessible and relatable. The campaign will also run on print and Facebook, with APD’s performance media team responsible for media planning and management across paid social and programmatic video.
Australian content creation and social influencer marketing firm Visual Amplifiers was also roped in to identify and manage genuine brand advocates among its network of social influencers, who will help amplify the campaign message among consumers.
A buddy workout event will also be carried out on 30 July to engage with the community through accessible exercises, and identify with being part of a larger team that offers support and encouragement to pursue their health goals. Carrington has also been engaged to publicise the event to her social media followers and be one of the celebrity participants for the buddy workout event.
The campaign video showcases the daily struggles between young working adults and their less-disciplined inner selves and whether they will choose to do what is easy and fun, or what is right but potentially more difficult when it comes to being healthy.
As part of the buddy workout event, the company has also created an exclusive Pocari Sweat box made available at selected NTUC FairPrice outlets until 30 August. The box contains a Pocari Sweat drink and a branded sports top which functions like a wearable VIP card that unlocks access to perks such as invitations to fitness events and health and wellness programmes.
“Pocari Sweat isn’t solely focused on being competitive and breaking records or winning medals. Our vision is to help create better health worldwide. To this end, we want to encourage everyone to place more value on taking care of their own health right now – because it’s a long-term process which offers amazing benefits across all aspects of life,” Pocari Sweat Singapore country manager, Puspita Winawati, added.
“We thought this is a message many Singaporeans would be able to relate to,” APD creative director, Francis Choo, said. “None of us are constantly thinking about beating our personal best lap times – we’re too busy dealing with a marathon of work and social responsibilities all day long. At the end of a tiring day, it takes real effort to choose what’s right and head to the gym.”