Pocari Sweat has partnered with Dentsu Indonesia to launch a unique and fun campaign for Ramadan, focused on the importance of staying hydrated during fasting. The campaign, titled “Cairan Tubuh Bocor, Emang Bikin Horor” (translated as “Losing Body Fluids? That’s a Horror!”), uses a creative horror-comedy approach to grab attention.
During Ramadan, fasting for long hours in Indonesia’s hot climate increases the risk of dehydration. Pocari Sweat aims to remind people to stay hydrated and position itself as the ideal drink to help. However, Ramadan advertising in Indonesia is highly competitive, with many brands focusing on themes like self-improvement, family, and generosity.
To stand out from the crowded market, Dentsu Indonesia created a commercial that mixes horror with humor. It shows the typical signs of dehydration—dry lips, pale skin, and weakness—using horror movie-style scenes, like a woman leaking water as quickly as she can drink it. The video features popular influencer Fadil Jaidi, his father Pak Muh, and their pet cockatoo Ocong, whose humorous interactions have won the hearts of millions in Indonesia.
The campaign was launched on Fadil Jaidi’s social media platforms, where it quickly went viral, reaching 108 million views and 659,000 engagements across platforms like YouTube, Instagram, Facebook, X, and TikTok within just a week.
Through this creative and fun approach, Pocari Sweat is not only educating Indonesians about the importance of hydration during Ramadan but also making sure it stands out in a crowded advertising space.
