Pocari
Approach: Be your own hype man.
Skills used: brief/playlist writing, rebrand, manifesto writing, brand building, market research, product innovation
The ask
Bring Pocari Sweat, a brand from Japan, to the U.S. market.
Business opportunity
People are interested in premium beverages, but there aren't any brands yet showing how hydration can go platinum.
Brand truth
Pocari is almost as good at hydrating you as sticking an IV directly in your veins.
The "aha" moment: The audio brief
A blend of what our target is listening to, their attitude, and a variety of artists and styles. Just because Kanye stunts his way didn't mean it had to be our way.
Here's the direct link to the Spotify playlist.
Aspirational target
New luxury
Urban and ambitious, this group is the picture of a work hard/play hard lifestyle. They're well-educated, well-informed, well-connected, and woke. They play in anything and everything associated with luxury hip-hop culture. But they don't follow trends, they set them. They personify perfect taste with entrepreneurial spirit, hard work, success, and swagger.
Insight
"As kids we didn't complain about being poor; we talked about how rich we were going to be and made moves to get the lifestyle we aspired to by any means we could. And as soon as we had a little money, we were eager to show it." –Jay-Z
Though they may not have been poor, the New Luxuries have definitely jumped into a new, higher economic bracket. As a result, they have a similar mentality.
Tension
Don't let em see you sweat.
Part of what makes this target so good at being who they are is that they always come across as confident, genuine, and do it (at least nearly) effortlessly. Their personal brand requires them to never seem burnt out or exhausted. Everyone may think they walk on water, but they are really, truly human.
Objective
Introduce Pocari to the U.S. market as the elite secret weapon for wellness.
Strategy
Pocari powers the hustler.
"People respect success. They respect big. They don't even have to like your music*. If you're big enough, people are drawn to you." - Jay-Z
*Or drinks. Whatever.
Defining success
The Pocari name is dropped in a rap by Kendrick Lamar or similar artist.
A celebrity like Kanye, Rihanna, or influencers are photographed by the paparazzi with a Pocari bottle in hand.
Defining failure
Pocari is picked up by the Today Show before it's made a place in our target's mind.
The manifesto
The creative
What I learned from this project
When something is hard to articulate, focus on the vibe until it isn't.
A little bit of empathy goes a long way: regardless of how successful or wealthy someone is, they can still have problems too.
The team
Carole Trickey, Strategist (hi!)
Christa Prater, Copywriter
Sarah Burley, Experience Designer/Product Designer
Shang Yang, Art Director
Robbie Persky, Art Director