Pocari Sweat is a popular ionised drink created by a pharmaceutical company with a century long history. Known for its hydrating effects it is popular not only in Japan but throughout Asia. To illustrate Otsuka Pharmaceutical’s firm belief in the power of human vitality, this advert was made to show the challenges they are willing to face even during a global pandemic. The advert of this message—"Thirst for Life”—not only defines what the product stands for, but also acts as a word of encouragement for its viewers and users.

This campaign was made possible purely on the vitality of students going through a special stage of their lives. The TV advert featured junior and high school students giving their best performances whilst following COVID regulations, proving to us that the young generation’s raw emotions and energy can overcome any hardship. The campaign branched out to an online platform where other young students influenced by the TV advert were able to share their versions of the performance on TikTok. A music video featuring these videos was also released, depicting the students’ creativity and how they all managed to come together despite the physical distance.

The TV advert of this campaign was depended completely on the younger generation’s digital literacy, where the entire production process was carried out through online communication tools that the students were familiar with. One of the aims of the TV ad was for it to function as a base for a trend that can easily be reenacted and enjoyed by other junior and high school students who were forced to stay at home during the pandemic. The results showed a positive response, where many users regardless of age posted their take of the performance on social media as a way to stay connected with their friends and family.

This advert was released on the 10th April, just three days after state of emergency was announced in Japan. POCARI SWEAT was the first to launch a TV advert that was actually made during the pandemic. The raw energy that can be felt from the students’ passionate performance instantly gained attention across the nation, and helped keep Japan’s spirits up during lockdown.

Upon its release the advert of this campaign gained a lot of online media and SNS attention. It gained over 6.8 million media impressions via SNS. Over 13,000 TikTok videos were uploaded as a response, 336% more than the previous year’s campaign. With over 120 million views online, this digitally driven advert proved to be a huge success despite the difficulties of the COVID pandemic. Amidst dire times the advert gave viewers hope in overcoming the pandemic, and left a much stronger and more positive impression compared to last year’s campaign.