POCARI SWEAT SAF Day 2019 Campaign

To commemorate POCARI SWEAT dry sachets having been part of the Singapore Armed Forces combat ration pack for more than 20 years, POCARI SWEAT rolled out a campaign that would commemorate this partnership on SAF Day, celebrated annually on July 1.

To communicate its hydrating effects, POCARI SWEAT encouraged the consumption of its dry sachets through a promotion in partnership with 15 NTUC Fairprice outlets. Customers who spent $15 on POCARI SWEAT products received a limited edition POCARI SWEAT Camo Crossbody Bag for free.

Why the crossbody bag? It’s trendy, but functional, and anyone can use it. Printed with a “Wave Camo” motif specially derived from the POCARI SWEAT brand colours, the merchandise was a hit with millennials.

A lookbook was developed for the campaign and ambassadors, Chase Tan, Fariz Jabba and Shaun Seow were also roped in to amplify the campaign and to create a splash on social media.