#Japan #Tokyo #Summer Campaign #Pocari Sweat #student baseball

The Power of Sweat: Celebrating Student Baseball with Pocari Sweat

As summer envelops the student baseball season, Pocari Sweat, a health drink by Otsuka Pharmaceutical, is launching a powerful campaign titled "You Are Definitely Someone's Sun." This initiative comes with a web movie and various advertisement formats, encapsulating the essence of sweaty determination through the messages written on the underside of baseball caps.

The Meaning Behind the Caps

Across generations, young baseball players have inscribed powerful words or phrases underneath their cap brims, each representing personal motivations or sentiments shared among teammates and coaches. In recent years, phrases like “smile” and “gratitude” have adorned these caps, reflecting the evolving mindset and actions of today’s athletes. Capturing this cultural practice, the campaign introduces the idea of the “tsubau-rakotoba” or “words underneath the brim,” which serves as an inspiring reminder for the players who pour their sweat and effort into the sport every day.

The Power of Sweat

The campaign highlights that these handwritten words, often meant for no one’s eyes but their own, can transform into sources of encouragement for others. These expressions of sweat and effort carry a multitude of stories representing dedication and emotion, and they have the power to touch hearts invisibly. The agency dives deep into the strength and significance of sweat, emphasizing that every drop is not just a testament to hard work but also a beacon of hope and drive for someone else.

The promotional content features real-life caps worn by student athletes, unveiling messages that are heartfelt and genuine. Starting August 6, a series of ads will be published in Asahi Shimbun's high school baseball special feature, alongside outdoor posters and digital messaging across social media platforms to amplify the sentiment behind these powerful expressions of sweat and determination.

Cultural Significance

In the realm of student baseball, the tradition of writing personal mantras on the underside of caps serves as a unique cultural trait. These phrases embody messages aimed at self-encouragement, affirmations received from teammates and coaches, and reflections of determination and gratitude. Each inscription is a testament to the individual journeys of the athletes, woven together through pools of sweat and perseverance.

This campaign sheds light on the emotional truths hidden in those expressions, reminding us that unseen struggles can have deep roots in the surrounding community. Sweat is not merely a sign of hard work; it's a vital force that can inspire others. Pocari Sweat focuses on valuing this essence of sweat, standing alongside every young person who dares to chase their ambitions.

Campaign Overview

Web Movie

The central feature of the campaign is an original web movie that intricately weaves together the words inscribed by players on their cap brims, showcasing their daily lives alongside the dreams they share with their team. The visuals present the authentic, emotional cycles of life within sports, conveying powerful messages such as “That sweat is stronger than you think” and “You are definitely someone's sun.”

• - Title: Pocari Sweat WEB Movie | "Tsubau-Rakotoba" Edition
• - Release Date: August 5, 2025
• - Watch the Video:

- Otsuka Pharmaceutical Official YouTube
- Pocari Sweat Official X
- Pocari Sweat Official TikTok

Newspaper Advertisements

From August 6 to August 23, 2025, Pocari Sweat will feature ads in Asahi Shimbun's high school baseball special section, showcasing the words written on the underside of caps. These visuals aim to convey the strength and significance of sweat and words in our lives. Captured graphics of the caps will be gradually unveiled on Pocari Sweat’s official social media accounts.

Outdoor Advertising

In the bustling vicinity of Osaka’s Hankyu Umeda Station, a large-scale outdoor ad featuring various phrases from cap brims will be displayed.

• - Display Dates: August 18 to August 24, 2025
• - Location: Hankyu Osaka Umeda Station “Wing Wall B-side”

Product Information

Pocari Sweat is based on the concept of being a “drink for sweating,” designed to replenish fluids and electrolytes lost through perspiration swiftly. Distributed in over 20 countries, Pocari Sweat’s balanced electrolyte solution is ideal for athletes, professionals, and anyone actively sweating—making it a perfect post-exercise solution as well as a refreshing drink after a bath or first thing in the morning.

• - Visit the Pocari Sweat Brand Site: Pocari Sweat