The world's countries that can play with advertising creativity to a high degree
One is Thailand and the other is Japan
Recently, it has a super high topicality on major social media
POCARI SWEAT
The latest CM ads for 2021 were released
"However, it is my guard" (But you said it)
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Bao Mining Force this time the advertising heroine
It was selected from 400 people
15-year-old actress Nakajima セナ (Nakajima Sena)
It is also directed by film director Sho Yanagisawa
Like Komatsu Kana, she looks very recognizable
With a cold and stubborn world-weary face
Sweep the frontline of fashion magazines
It's also a model that I personally particularly like
Everybody knows
The advertisement of Bao mining power water has always been
Stamped certification and popular springboard for young and beautiful girls
From the early Riki Miyazawa to Haruka Ayase and Haruna Kawaguchi
They all attracted much attention after starring in advertisements
The story is set against the backdrop of everyday life on a high school campus
BGM from A_o's BLUE SOULS
Accompanied by a youthful musical rhythm
The heroine begins to run against the wind in the 85-meter-long set corridor
A new advertisement with a one-shot photography approach
Full of visual tension and ultra-wide angle effect
Under the cherry blossom petals
Run hard over the wavy deformed floor
Walk through the long corridor of wisteria flowers
Eventually, they meet their friends in the auditorium of blue velvet cloth
If you are brave enough to move forward
Headwinds can also be downwinds
After the ad is published
Officials also shared the scenes
Let the audience get a glimpse of the mystery behind the advertisement
In order to visually show the effect of moving against the wind
The walls of the classroom are actually made of striped curtains
The surreal style of the wavy floor is also a real scene construction
Two photographers followed close behind with cameras
Created this super fantastic advertisement
Treasure ore power water special
A bottle of drip liquid that can be drunk
Motora Water is an electrolyte supplementary beverage developed in 1980 by Otsuka Pharmaceutical Co., Ltd., Japan's largest drip manufacturer.
Speaking of the birth of Bao Mining Power, there is a story behind it: a researcher went to Mexico on a business trip, resulted in diarrhea, and then he saw the local doctor drinking a drop, but the taste of the drop is very bitter and difficult to enter, he thought why not develop a delicious drip? So after returning to Japan, after unremitting efforts, finally in 1980, he developed a beverage that replenishes human water and electrolytes - Baomineri Water.
Through the high-energy consumption of the ascending exercise, the developers groped out the ingredients and tastes that are most easily absorbed by the human body, developed a small sample of Baominerli Water, and then let the employees hold it when they climbed the mountain, and drank it when they felt tired to see if it could help replenish the lost water and energy. Repeat this until the development is successful.
During the reform and opening up, Otsuka Pharmaceutical Co., Ltd. jointly built China Otsuka Pharmaceutical Company, which is the first Sino-foreign joint venture pharmaceutical enterprise in China, and its factory is located in Tianjin Economic and Technological Development Zone. In September 2002, Tianjin Otsuka Beverage was established.
POCARI SWEAT
The meaning of the name
POCARI SWEAT, the word POCARI has no special meaning, but the tone is crisp and loud when pronounced. AND SWEET is the meaning of sweat, because the ingredients are close to sweat, which can quickly replenish the water and electrolytes lost by the body, thus reminding everyone of the importance of replenishing water.
However, at that time, the Japanese beverage market was dominated by high-sugar beverages, and the sugar content of Baominer was half that of ordinary beverages, and consumers were not very interested in the concept of drinking "sweat". To this end, Otsuka Pharmaceutical's R&D team spent more than 6 years to improve the taste of the product, just to create a taste that is "easy to drink, can continue to drink, and wants to remember and want to drink again".
In order to promote Baomineri Water, Otsuka Pharmaceutical provides at least 30 million cans of free tasting a year, including public baths, saunas, gyms and other places, making people aware of the need to replenish water and electrolytes after sweating.
Product manager Shinichi Asami said: "Maximize the penetration of each circle, and you can turn crazy new concepts into common sense." Since then, it has swept more than 20 countries and regions such as Japan, South Korea, and Southeast Asia, with annual sales of more than 1.5 billion cans, attracting many drinkers around the world.
Design expresses essence
Navy blue unchanged for 40 years
Like Coca-Cola, the blue-and-white outer packaging of Bao mining power has become a symbol. In fact, blue was a taboo color in the beverage industry at that time, but Bao Minli believed in the "essence of design expression" and insisted on using a highly saturated sky blue with pure white as a visual identity of the enterprise.
The representative "POCARI SWEAT" Logo, designed by the famous Australian designer Helmut Schmid, blue represents the ocean, white ripples represent waves, and abstractly shows the natural composition of the product, which can be quickly absorbed by the human body. It was not until the second year of its release that it was adjusted by the hand of The Japanese National Treasure Design Master Hosotani Iwa, and it is still used today.
The most bloody ever
Youth, sweat, treasure and power
Takuya Tojima, creative director of Dentsu Group, a creative agency at Baominerli, believes that the key to rebuilding the brand is not to overturn the past, but to re-communicate important things with consumers. He believes that the core of Baominer's water is like the necessary sweat of the human body, so from the "vitality" as the entry point, he hopes to package the brand into a popular product of youth, youth and vitality.
Just like the three elements of jump comics: hard work, friendship and victory, the theme of Bao Minli advertising revolves around the invincible high school students, fearless running and dancing, young and uninhibited inner monologues, showing the blood and vitality of young girls.
I'm sure I'm more than I imagined.
Unleash your potential.
You can have something beyond your imagination
The possibilities are endless
After watching the advertisement of Bao Mining Li Shuite
Does it remind you of your own youth?
When we grow up, we will inevitably face the beatings of society
But those who ran with friends and classmates in the sun
Sweat and dance the days of youth
It will always touch the softest corner of our hearts