Pocari Sweat reinforces ion water as integral part of daily hydration rituals

Pocari Sweat’s ion water brand has unveiled a new campaign “Water Your Day” to highlight its “sense of ritual” positioning that resonates with today’s consumers.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Pocari said the ion water brand serves as an innovative extension of Pocari Sweat, maintaining the core rehydration efficacy while introducing a lighter sweetness profile.  

Building on its previous thematic campaign, “Keep Watering” (生活需要輕調味), the latest campaign aims to reinforce the value of ion water as an integral part of daily hydration rituals, enhancing everyday life.  

“Our connection to the ‘Sense of ritual’ has proven successful, as we have addressed both the physical refreshment needs and emotional wellness of Hong Kong people. However, we recognise an additional need: fulfilling the social desires of our community,” added the spokesperson.  

In today’s social landscape, the brand has seen a growing desire among people in Hong Kong for authentic connections. Many are actively seeking ways to disconnect from screens and reconnect with real-life experiences and relationships.  

This year’s theme, “Water your Day!" (輕嚐 • 輕日常), encapsulates this sentiment. Life is enriched by the most comfortable companionship; while small rituals can be fulfilling alone, they become truly unforgettable when shared with friends. 

Available until 8 May, the campaign consists of a “Rival video series” titled "The joy of shared rituals. This series visually captures the unique essence of the brand, illustrating how ion water seamlessly integrates into daily hydration rituals. These videos not only highlight the product's benefits but also promote the importance of shared experiences in enhancing everyday life. 

The videos feature local actress aka ion water’s spokesperson Sofiee Ng as her personality and commitment to pursuing a better life align perfectly with ion water's brand values. 

To further resonate with the campaign objectives of fulfilling Hong Kong people's social needs through friendship and a sense of belonging, the brand also tapped local singer Jace Chan as its new spokesperson. Ng and Chan share a genuine friendship in real life, and their contrasting personalities—Ng’s introspective nature and Chan’s extroverted spirit—create a dynamic that embodies balance and self-care. 

“In our campaign narrative, we depict Ng as someone overwhelmed by the demands of a busy life, which leaves her feeling drained. Chan represents the refreshing companionship and ‘hydration’ that Sofiee needs to revitalise her daily experiences.” 

Just as Chan provides support and rejuvenation to Ng, ion water is designed with an electrolyte composition that resembles body fluid, fully replenishes consumers inside-out, and helps “water your day.” This partnership not only highlights the essence of its product but also showcases the importance of authentic connections in enhancing life’s moments. 

Done in partnership with creative agency Mediabrands Content Studio, ion water is designed to be consumers' ideal everyday companion in this journey, creatively illustrating how even the simplest moments can be transformed into extraordinary experiences.  

For example, a simple meal can be transformed into a cozy indoor picnic; a yoga session becomes complete with abundant sunshine and fresh air; a road trip evolves into an adventure where every stop creates lasting memories. “Through ‘Water your Day’, we invite everyone to celebrate these moments and enjoy the refreshing connection ion water brings to daily life.” 

As part of the campaign, ion water is also collaborating with various corporations to strengthen its brand character. “These partnerships will help us reach our target consumers more effectively by promoting both physical hydration and emotional wellbeing.” 

Targeting young and active city dwellers, wise and self-pampering consumers,  the campaign aims to support their pursuit of a balanced and fulfilling lifestyle. The campaign is amplified via TV, out-of-home ads, digital and social media. 

"Our Otsuka way of marketing is to 'Take the road less travelled.' We aspire to play a unique role in consumers’ lives, offering a drink that not only quenches thirst but also refreshes the mind and adds meaning to life. Our mission is to provide an alternative choice for consumers, encouraging them to select ion water over traditional bottled water and tea, positioning it as Hong Kong people's daily best companion,” said Otsuka Pharmaceutical Hong Kong, the parent company of Pocari Sweat.  

“Launched in 2021, ion water represents a healthier extension of Pocari Sweat, specifically designed for light sports and daily active drinking occasions. To strategically differentiate ion water from Pocari Sweat, we aim to cultivate a sophisticated brand image that transcends mere thirst quenching. It is a beverage that integrates into the rituals of daily life,” Otsuka added. 

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