The product is primarily targeted at sportsmen/women, so to devise a promotion aligned to the behavioural patterns of that target market and offer the brand experience to as wide an audience as possible.

In order to create as many varieties as possible on a limited budget, we came up with a single blue background with five offset print variations onto which a random selection of black-and-white images were printed. UV curable white ink was used to overlay the handwritten copy, giving the copy the look of a sweat-soaked T-shirt. It also enabled us to produce high-quality B1 posters in 66 versions at a quarter of the cost of 4-color offset prints.

Pocari Sweat co-sponsored Japan's big three rock festivals, conveying the brand message to approximately 500,000 people, of which 65 percent actually purchased the product and experienced the brand. Moreover, since on-site sales far exceeded the investment in event sponsorship, actual production costs were zero.