The makers of Japan's Pocari Sweat wanted to develop an energy drink with properties similar to sweat, that could hydrate people whatever they were doing -- and ended up creating an Asia-wide phenomenon.
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In the 1989 US blockbuster"Back to the Future II," time traveler Marty McFly orders a Pepsi Perfect at Hill Valley's futuristic Cafe 80s. It was an iconic moment of product placement. But if you look very closely at a different scene showing future McFly as he video-conferences a co-worker in 2015, another brand makes a cameo appearance.That drink was called Pocari Sweat. And despite its name — unappetizing to native English speakers — it's a well-known Japanese sports drink across Asia and the Middle East. If you look very closely, you'll see a small blue and white Pocari Sweat can in the center of this frame.
— Pocari Sweat PH September 5, 2013 In 2010, a dengue outbreak swept Indonesia. That year, the incidence rate spiked to over 80 people per 100,000 compared to 60 the year before.Symptoms for dengue include vomiting, high fever and internal bleeding, in severe cases. Patients need to stay hydrated, as that allows platelets — tiny blood cells that help your body form clots to stop bleeding — to mature.
— ポカリスエット【公式】 December 20, 2019 In Japan, Pocari Sweat is stocked in convenience stores, vending machines, supermarkets and drug stores. While ubiquity helps, Otsuka has worked hard to make the brand relevant, says Roy Larke, a marketing professor at the Waikato University in New Zealand.For instance, in 2020, Otsuka recruited virtual pop star Hatsune Miku as a brand ambassador ahead of the now-postponed Summer Olympics, to appeal to a new generation of young people.
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