The Campaign

Today, children with low body temperature have increased in Japan. They also sweat much less, which is a serious health problem. We tried to find a way to help children sweat more, and decided to shift from a "drink after sweat" approach, to a "drink water to sweat" approach. As a leading brand of drinking water, “Alkali Ion Water” has launched this project.

The Brief

We figured that children would have to “drink water to sweat” instead of “drink after sweating”.

Creative Execution

We set up numerous events at malls where families were likely to be around. Many children and parents drank water, exercised and sweated. The messages have spread across the storefronts as well.

The campaign turned out to be a big success and became a popular topic on SNS and in the media. It was broadcasted on state-run channel. As a result, it also became one of the most successful communication cases in Japan’s health field. This developing concern for low body temperature raised social awareness to be recognized all over Japan. In numbers… - We counted the total of 256 media exposures. - It was worth about $750,000 in advertising budget. - The sales increased by 40% compared to the previous year.

“Parent-Child Co-sweating exercise” was created for that purpose. “Alkali Ion Water” teamed up with specialists and created 9 exercises that would stimulate perspiration. Since we wanted the parents to be aware of this serious problem, the exercises were designed for not only the child, but also their parents to take part and enjoy.