Pocari Sweat



Pocari is an isotonic drink like Gatorade and Powerade. In the past it had a head-on positioning with the other two brands with strong association with sports. Over the years, it has managed to retain its re-hydration benefit in the mind of the consumer and evolved into more like a lifestyle brand and it is now associated with funs under the sun rather than serious athletic sports. It has become one of its kind. But strange that Gatorade and Powerade are so quiet these days. Is sports drink market so small that it’s not worth the investment in promotion ? There may be room for rebuilding a brand in a niche market I think.

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