In the summer of 2005, the five aircraft wrote POCARI SWEAT in the blue sky throughout Japan. The aircraft in Pocari Sweat blue flew in formation and streamed white puffs spelling out the words POCARI SWEAT. It was a large-scale message 4.5km long.

It was perfect blend of TV commercial, magazine articles and blog to attract the interest of many people. Many photographs were submitted to the competition in the blog which made this campaign more interactive. It was not only a campaign to push the product but also to make a deep impression on many people.

In conjunction with Dentsu, Otsuka created a sensational Sky Typing Campaign in mid-2005 and with five blue angel airplanes blazed the name Pocari Sweat over 600 times in gigantic fluffy cloud letters across all the skies of Japan, and countless concerts and festivals. The comprehensive advertising campaign of 18th July to August 31st utilized every available media source, TV, newspapers, magazines, celebrities including Haruka Ayase, campaign posters, and a nation wide postcard drop. The internet site and blog captured the public’s overwhelming positive reaction to this supremely unique epic advertising campaign where all eyes were on the sky.