Lucozade Sport Hydro Active


Isotonic/sport drink market has been quiet for some time. I suspect this specific category has been shrinking given there are many choice for packaged drinks like bottled teas and herbal drinks. Pocari Sweat should be the leader who keep investing advertising. On the product side, however, Pocari is still the same Pocari without key new product launches. That leaves some room for new challengers who spots the weakness. Pity that the launch ad is kind of a typical sport drink ad. If it is to steal share from Pocari, it could make use of a comparative approach to highlight the low calories benefit more.


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