Angela Hsu, CEO of North and Central China at M&C Saatchi, explained since its launch, Pocari Sweat has been perceived as an energy drink. The new appointment will see a change in the marketing strategy for Pocari, promoting the brand as a daily drink for consumers, any time of the day.
The first campaign is set to launch this summer. Pocari is aiming to create more brand loyalty in China.
Otsuka, the mother company of Pocari Sweat launched a creative pitch in China last year in November.