You’ve been running up and down the court for the past two hours. Been making the shots. Hauling down those equally important rebounds. All of that while keeping the opposing team’s players from making some baskets of their own. You take a breather and run for the convenience store to buy a drink. You see Gatorade. You see C2. You see all those fruit juices and bottles of mineral water. Heck, even Coke would hit the spot.

Why the hell would you buy Pocari Sweat? Think about Mang Romy as he takes off his shirt after a basketball game under the scorching sun. The drippings from his shirt? That’s what comes to mind.

You don’t need years of branding experience to know that including the word SWEAT in a sports drink’s name just about ruins every chance you have of gaining any significant market share. If by any chance, any other sports drink decides to come in, remember that whatever brand identity you’ve established in Japan, Korea, or whatever country, may not bear any significance here at all.

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