Culture

Health

Drug Wars— Global

Preface

The practices of the health and pharmaceutical industries have no shortage of critics but there's an equally tricky battle to change consumers' perceptions once a product get the green light. Monocle meets some of the creatives on the feel-good frontline.

Japan, South Africa, Big pharma, Branding, Drugs, health, Medicine, Pharmaceuticals

Pocari Sweat

Japan

The name never fails to raise a smile among English speakers but the manufacturers of Pocari Sweat are having the last laugh. Otsuka Pharmaceutical has sold over 30 billion cans and bottles of its non-carbonated sports drink since it was launched in 1980. The R&D team tried over 1,000 attempts before hitting on the right recipe. The salty-sweet flavour with a hint of grapefruit is an acquired taste but after a publicity campaign during which over 30 million samples were handed out to everyone from businessmen at saunas to children…

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