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POCARI SWEAT

POCARI SWEAT

Parent Company: Otsuka Holdings Co. Ltd

Brand value:  $890 million

Headquarter city: Tokyo

Industry: Beverages

Year formed: 1980

Pocari Sweat is a best-selling soft drink sold by Otsuka Holdings Co. Ltd. First debuting in 1980, Pocari Sweat has grown into a global brand that is sold in 19 countries and regions worldwide. Although historically significant as a catalyst for the spread of sports drinks in Japan, the company has long defined Pocari Sweat it as more of general health drink to be enjoyed across a variety of occasions. Pocari Sweat’s branding story highlights Otsuka’s innovative research into developing a “sweat beverage" that could easily replenish vitality lost to perspiration. The drink’s bright blue and white wave-shaped packaging directly expresses the product’s "water and electrolyte supply, and fast absorption speed.” Today, the brand offers a variety of formats, including “ion water,” powder, jellies, and ice slurries. This focus on innovation has helped the brand weather the entry (and exit) of competitors like Gatorade into the Japanese sports drink category. The companies recent, award-winning “Yell Project” campaign aimed to uplift ordinary junior high and high school students as stars in their own rights, with the brand’s official social media accounts sending “yells” to recognize real youths across Japan who are working hard for the future. Otsuka Holdings Co. Ltd. is listed on the Tokyo Stock Exchange.

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