Samuel Tan
Apr 9, 2024

March APAC advertiser of the month: Pocari Sweat

Pocari Sweat's messaging during Ramadan with the #IonTahanBocor campaign in Indonesia not only engaged consumers but also primed the brand for an advertising awareness boost.

March APAC advertiser of the month: Pocari Sweat

Pocari Sweat has registered the biggest increase in advertising awareness in Indonesia for the month of February, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the sports drink saw an uplift of eight percentage points over the four-week period.

To target consumers who are fasting during the Ramadan period, Pocari Sweat has been running a campaign around the hashtag #IONTahanBocor to promote the sports drink as a good way to replenish lost electrolytes. Separately, the PT. Amerta Indah Otsuka-owned label, was also the title sponsor of the 2024 Road to Pocari Sweat Run held on March 3 in Indonesia’s North Maluku Island city of Ternate.

According to data from YouGov BrandIndex, Pocky’s Ad Awareness score rose from a low of 30.5% on 27 February to a high of 38.5% by 25 March. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

Additionally, smartphone maker Vivo recorded a 6.8-point jump in Ad Awareness from 28.3% on 26 February to 35.1% by 25 March, while consumer electronics brand Panasonic saw its Ad Awareness climb 6.5 points from 22.2% on 29 February to 28.7% by 25 March.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Indonesia from 26 February to 25 March 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.


Campaign Asia

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