We searched for a point of contact that could build greater affinity for the brand among target consumers – young adults, by focusing on the 'enjoyable' aspects of sports that can be more readily identified with than the 'endurance' factor. This led us to summer rock festivals, which now represent 10 percent of Japan's concert market, and the creation of advertising copy aligned to the activities of festival visitors.

Pocari Sweat co-sponsored Japan's big three rock festivals, conveying the brand message to approximately 500,000 people, of which 65 percent actually purchased the product and experienced the brand. Moreover, since on-site sales far exceeded the investment in event sponsorship, actual production costs were zero.