Pocari Sweat calls China creative pitch

by David Blecken 18-Nov-09, 12:33

BEIJING - Otsuka, a Japanese pharmaceutical company, has initiated a creative pitch for its Pocari Sweat 'ion supply' sports drink in China.

Representatives from Tianjin Otsuka, the company’s main operation in China, confirmed that the pitch was taking place but were unable to specify which agencies were involved or provide any background information at press time.

Dentsu is thought to be among the agencies competing for the brief.

Otsuka recently launched an instant powdered form of the beverage in the Tianjin, Beijing and Shanghai markets. The company has been active in China since 2002.

Pocari Sweat is Japan’s leading sports drink, with a market share of around 40 per cent in that market. Competitors in China include Aquarius, which is produced by Coca-Cola, and Pepsico’s Gatorade.

It is positioned as a healthy beverage and sports supplement that replaces nutrients lost through sweat during physical activity.

Other important markets for the brand in Asia include Hong Kong, Taiwan, South Korea and Thailand.

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Pocari Sweat calls China creative pitch

by David Blecken 18-Nov-09, 12:33

24 - 25 March 2010

5 - 7 May 2010