Aquarius and Revive 7Up- Sport drink for Asian market

The United State may be the biggest market for sport drink, however, Asian is truly the most potential market. Not a single big giant company want to ignore this “big cake Asian”. However, the Asian market is remarkably fragmented, with different level of development in different regions, and each region or area has distinctive characteristics. That’s why every big brand often decides to create a new product in a particular sector for Asian market, to adapt to local culture, insight and behaviour. Sport drink sector is not an exception.

Despite the dominance of PepsiCo’s Gatorade and Coca-Cola’s Powerade in the US, in Southeast Asia, people are not familiar with those brands. Therefore, Coke made the first move. In 1983, to battle with a local brand called Pocari Sweat in the Japanese market, Coke introduced Aquarius as a grapefruit-flavoured sport drink. Aquarius, very quickly, have become the most favourite sport drink in Japan. To replicate this success, Coke continues to bring Aquarius to South East Asia, starting with Thailand, after that Vietnam and the other countries. Aquarius’s also a good player at doing event sponsorship. It was the official drink of the 1992 Summer Olympics in Barcelona, 2008 Summer Olympics in Beijing, and 2016 Summer Olympics in Rio de Janeiro, and it is also going to be the official drink for 2020 Summer Olympics.

Not only Coca-Cola created different products for a particular market, PepsiCo also implemented that strategy to increase their brand awareness in the competitive local market. Revive 7Up was first launched in India and marketed as a hydrotonic (one type of sport drink). The flavour is adapted to the local taste. Then, Pepsi also brought Revive 7Up to Southeast Asia countries such as Thailand and Vietnam. This water is welcomed by people from countries that normally have really hot weather all year around.

Most of these sport drink brands used the sport sponsorship as approaches to their targeted audiences. Every year, those brands not only sponsor for official big sport events in national, regional and international scales, but also hold some sport events themselves to build and nurture their brand community. They also prefer to use local celebrities to bring their images closer to massive audiences.

- Mai Do Quynh -

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Source: Quickmeme Did you ever wonder why athletes were drinking those weirdo drinks with bright colors during a competition ? Is it useful ? What are the ingredients ? Are they different ? We did, and that is why we created this blog. What is interesting here, is that this industry seems to be marketing-driven rather than product-driven. Day by day, we will try go deeper into sport drink brands strategies. If you are following us and reading our articles, we are pretty sure that you will get more insights! Mai, Yoann, Jiali, Lingyu & Lucie

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