Pocari Sweat TVC

Pocari Sweat has launched a new TVC featuring SMAP (yes, they have been around for so long and they are still around !). Interesting to see that it doesn't use the former execution elements that have been used for a long time : young female Japanese stars, blue skies, outdoor funs and refreshing drinking shots. Although SMAP is a bit old for the younger generation Pocari used to appeal to, this new TVC should create some talkabouts. However, I wonder
this brand can be sustained solely relying on new ad direction and new celebrities. This brand in a way lacks real newness to face with the fierce competition of the drink market. New products ? New packaging ? Maybe.


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