Pocari Sweat's new campaign highlights enduring importance of physical effort

Pocari Sweat has unveiled a new campaign “The future needs sweat”, highlighting the enduring importance of physical effort. 

The campaign comes as Pocari Sweat continues its youth focus for the second year, recruiting on-screen talent as brand ambassadors. From a pool of 800 applicants, five finalists are chosen for best representing Pocari Sweat's brand values, according to the release. 

The five brand ambassadors, Carmen, Lily, 日朗, 柏喬, and 曉迪, range in age between 19 and 23 years old.

Done in collaboration with local creative agency Curious Few, the campaign runs from 25 April to 28 May. A spokesperson told MARKETING-INTERACTIVE that the campaign targets Gen Z, defined not just by their age, but also by their active and forward-looking mindset. "They are a group characterised by their can-do attitude and a strong quest for meaning in their journey of self-actualisation. They value authentic connections with peers, seek autonomy in their choices, and are adept at leveraging technology, including artificial intelligence (AI)," the spokesperson added. 

As part of the campaign, Pocari Sweat has released a video featuring its five brand ambassadors on YouTube, Facebook, and Instagram. The video addresses an era where technologies such as AI and virtual reality are reshaping how people live and work, making the need to sweat seem less significant. However, the campaign emphasises the enduring importance of physical effort. 

Created by a Japanese production team using computer graphics (CG) technology and filmed in Japan, the one-minute-long video has used a storyline constructed with virtual and real spaces, presenting various familiar scenes and elements, blending reality and the virtual game world, such as Japanese cityscapes, Japanese subway cars, classrooms, Pocari Sweat vending machines, teru teru bozu (晴天娃娃), to increase audience immersion. 

The video begins with the five ambassadors jumping into the sky at the "Game start" moment. They are supported by floating objects, which represent challenges and opportunities, as they move forward toward the future within a dreamlike setting. The video depicts them under a clear sky before they are attacked by the villain, 黑雲君. A storm motivates them to reclaim the sun. Relying on their team spirit, they overcome obstacles and defeat 黑雲君, using a Pocari Sweat teru teru bozu, restoring a bright, blue-and-white scene.

The video seeks to convey the message that "Only sweat is truly real" (唯有汗水 必定為真) in an era where the virtual and real are increasingly converging. Throughout the video, sweat symbolises the effort and witnesses dedication, highlighting the extraordinary meaning that "Only through effort can one truly exist" (只有努力過方為真確存在過).

By utilising a futuristic, gaming-inspired concept, the campaign aim to resonate with Gen Z and underscore that sweating is crucial to achieving goals, even in a reimagined virtual world, according to the spokesperson."This campaign represents Pocari Sweat's commitment to empowering the next generation. By blending innovative storytelling with authentic engagement, we aim to inspire young people to take charge of their future, embrace challenges, and create a world filled with possibilities." 

Prior to shooting the ad, Pocari Sweat's parent company, Otsuka, brought the five ambassadors to the brand's birthplace in Tokushima to ensure they deeply understand the brand's philosophy and Pocari Sweat’s brand DNA, enabling them to authentically embody its essence during filming.

Furthermore, the campaign has invited Japanese photographer Atsuhiro Shirahata (白幡敦弘) to handle the key visuals and promotional photos. The photos feature five brand ambassadors who showcase the most precious aspects of youth: passion, courage, vitality, and a radiant charm with endless possibilities for the future.

The campaign is promoted through social media, ViuTV ads, out-of-home (OOH) advertising, including SOGO mega TV, MTR lightboxes, bus shelter panels, and tram shelter panels, as well as digital advertising across YouTube, Blue Viu, and display banners.

Beyond a creative storyline, the strategy involves immersive audience engagement, according to the spokesperson. A documentary-style video series, capturing the audition and shooting process, provides behind-the-scenes glimpses, aiming to arouse curiosity and building anticipation. "This isn't just about watching a commercial; it's about experiencing the journey. From open auditions to talent selection, audiences gain insight into our casting process," said the spokesperson. 

"This multi-faceted approach—innovative storytelling, character-driven narrative, and immersive audience engagement—sets this campaign apart, creating a unique and memorable experience that resonates deeply with our target audience," said the spokesperson. 

Don’t miss: Pocari Sweat reinforces ion water as integral part of daily hydration rituals

Recently, 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.

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. 

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