challenge

Pocari Sweat was an undisputed household giant in Indonesia and the default solution to dehydration from heat, illness and fasting.

But market dominance created a ceiling.

To unlock the next phase of growth a new, high-frequency consumption occasion was needed.

strategy

We targeted the grassroots running culture emerging in urban centers. And invested in popularising the sport, pushing it into the mass market mainstream.

Pocari Sweat was positioned as the ultimate performance partner and the leading sports science expert in hydration.

tv and out-of-home

A nationwide TV and billboard campaign brought to life Pocari’s key product promise: ion-replacement and its deeply hydrating benefits.

runners’ education YouTube series

Digital and social media established our credibility and commitment, teaching runners how to improve their performance with sports science.

running events

Critical to the campaign was heavy presence at running events nationwide providing education, hydration and support. This included grassroots neighbourhood fun runs, as well as larger scale events.

impact

The campaign helped establish the infrastructure for Indonesia's modern running boom. And by embedding itself in the running subculture at its start, Pocari Sweat achieved significant commercial and cultural dividends.

Grew to and maintained 50% share of the total Indonesian isotonic and sports drink category
Now represents +/- 25% of the entire Southeast Asian sports drink market volume
Garmin data shows a 128% year-on-year surge in active Indonesian runners logging workouts
YouGov brand health routinely places Pocari Sweat at top of the Indonesian beverage sector