As our objectives was to penetrate deeper to younger segments,creating an appealing look was one of the task plus how to engage with them. Around that time the hype of idols was on the raise in Indonesian markets. So, we create a character, an attractive, cheeky, out-going one. Just like a Bay-Watch who rescues people in need at the beach, Pocari Sweat Watch girl stands to help people who are losing ion and dehydrated by providing them Pocari Sweat. This new iconic character helped Pocari Sweat reached a good numbers in terms of product awareness and engagement.

The first film expression to showcase our Pocari Sweat Watch girl in action.  

Continuing the success of the campaign, Pocari Sweat Watch girl campaign continued on its journey. This time we extended the campaign to digital platforms providing trivial informations,and engaging with more people in on-ground activities.