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  5. POCARI SWEAT Marketing Wins Top Prize at Japan Marketing Awards

June 28, 2019

Otsuka Pharmaceutical Co., Ltd.


POCARI SWEAT Marketing Wins Top Prize at Japan Marketing Awards

Otsuka Pharmaceutical Co., Ltd. has been awarded the top prize in the 11th Japan Marketing Awards hosted by the Japan Marketing Association. Otsuka was recognized for marketing POCARI SWEAT as a brand with close affinity with junior and senior high school students.

The Japan Marketing Awards aim to actively promote new marketing and communication methods and business model development. Under this year's theme, "This is it! Marketing that will change the times!," the top prize is awarded to the project that has achieved remarkable results over the past year. POCARI SWEAT Marketing received the Grand Prix in recognition that, "in spite of the difficulty of marketing a product for which the target segment of junior and senior high school students change in a short period of time, comprehensive marketing efforts succeeded in winning empathy and resonance among the target segment. The brand has successfully fostered an image of being supportive to young people and continues to expand the market."


POCARI SWEAT will continue to provide new value and contribute to human health as we aspire to maintain the popular reputation of the brand and promote further growth.

■To read about the Japan Marketing Awards

The Japan Marketing Awards is an awards system sponsored by the Japan Marketing Association. The system actively promotes new marketing and communication methods as well as the development of new business models in corporations, local government and other groups and organizations. Implemented in 2009 with the aim of encouraging activities that help to improve consumers' lives, breathing fresh life into both society and the economy and enhancing the prestige of marketing even in a tough economic environment, 2019 marks the awards' 11th year.


POCARI SWEAT was launched in 1980 in Japan as a health drink to smoothly replenish water and electrolytes (ions) lost through perspiration. This rehydrating health drink rapidly replenishes water and electrolytes lost not only during sports, but in the course of any activity that causes people to sweat. Through efforts to convey the importance of replenishing water and electrolytes (ions) and promoting product awareness, Otsuka succeeded in creating a completely new product category. In pursuit of additional evidence, Otsuka continues research into the importance of replenishment of water and electrolytes (ions) in various scenarios, including exercise or sports, in dry indoor environments or after a hot bath.
With overseas distribution initiated in 1982, POCARI SWEAT currently contributes to the health and wellbeing of people in more than 20 countries and regions around the world.

Information in this news release was current as of the original release date.

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