Hello, this is Korea advertising.
1. Campaign slogan: "We are right now"
The core slogan of the 2025 Pocari Sweat ad campaign is **"We are now right." The slogan goes beyond mere beverage advertisements and is read as a message representing the identity and emotions of Generation Z. In a fast-changing society, the choices, emotions, concerns, and passion of "we living in this moment" are not wrong, but rather meaningful enough in themselves and contain a positive belief that "right." Pocari Sweat has long been a symbol of youth and coolness, and this time again, we want to strengthen our brand image by delivering emotional messages tailored to the times.
2. Model: symbolism and image of ILLIT
Selected as the model for this commercial, **ILLIT** is a new girl group under HYBE, and has quickly established itself as an icon of Generation Z since its debut in 2024. In particular, they have an innocent yet confident image, and their individual personality, freedom, and confident attitude go well with the message the Pocari Sweat wants to convey. In the commercial, ILLIT members sweat, run hard, and smile at each other. This is not just a glorified appearance, but a realistic depiction of the youth living in this moment.
3. Visual Beauty and Directing Techniques: Youth Reality
This advertisement maximizes the reality of youth through natural and vivid elements such as water, sweat, sunlight, breathing sound, and the texture of sportswear. Fast-moving camera walks, slow-flowing scene transitions, and warm atmosphere through backlighting are effective in emotionally capturing the importance of this moment and the splendor of the moment. The advertisement revolves around ILLIT members running, bumping into each other, laughing and supporting each other, which visually expresses the individual in the group, the growth of the individual, and the resonance of emotions together.
4. Message Interpretation: Confidence in Uncertainty
The phrase "we're right now" shows an attitude of affirming and accepting Generation Z's most common feelings of instability and confusion, while also facing them head-on. It is in line with recent youth keywords such as "it's okay to be wrong," "it's okay to be ineffective," and "it doesn't have to be right"**, and Pocari Sweat is brand-namely supporting and willing to accompany those feelings. It is also raising the completeness of advertising in that the young energy of ILLIT delivers this message optimistically and confidently.
5. Brand Strategic Meaning: Evolution of Emotional Marketing
Although Pocari Sweat has already used "youth," "sweat" and "pure" as its main concepts for decades, the 2025 commercial can be seen as a strategic evolution in that it puts a more emotional and philosophical message to the forefront. It is a glimpse of its intention to position itself as a brand that contributes to psychological empathy and identity formation beyond just quenching thirst as a sports drink. In particular, since Generation Z values the philosophy and values that the brand conveys, this campaign can be interpreted as focusing on securing long-term fandom and loyalty rather than short-term sales effects.
6. popular reactions and meaningful repercussions
As soon as the advertisement was released, social media and communities responded positively, "This Pocari is really moving," "I want to focus on the present moment," and "ILIT is really perfect." The content and emotions that not only Generation Z but also millennials can sympathize with were effective, and each of the advertising music, filming techniques, and lines attracted so much attention that they were used as memes. This is a good example of its value as message content that runs through generations beyond mere commercial advertising.
As such, Pocari Sweat's 2025 ad [our now is right] is seen as a successful model of its next-generation branding strategy based on sensitivity and authenticity.
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