深キョンの普通っぷりがむしろ話題! 「ポカリスエット イオンウォーター」CM制作意図は?


今年の5月は、日中は暑いのに夜はヒンヤリ...という日が続いた。そんな寒暖の差に体がついていかず、例年より熱中症で病院に搬送される人が増加傾向ということが報じられている。

"体がついていかない"とは、つまり体温調節がうまくできなくなるということ。気温や湿度の変化に、体内の水分や塩分のバランスをとった「体温調節」機能が崩れてしまうのだ。暑くなってからではなく、日頃のこまめな水分補給が必要だが、"体内の水分バランスを整える"ことで知られるポカリスエットから、「ポカリスエット イオンウォーター」という新製品が出ているのをご存知だろうか?


従来の「ポカリスエット」とどう違うのか? 「ポカリスエット イオンウォーター」は、ポカリスエットの水分とイオンをスムーズに補給できるという機能性はそのままに、口当たりや後味をより軽やかにし、カロリーも100ml あたり11キロカロリーと、従来のポカリスエットの約半分。いつでもごくごく飲めるというコンセプトが受けて、4月8日に発売して以来、販売実績は目標の130%を達成と好調だという。
そういえば、この商品のCMをしているのは、深田恭子。列車の社内新幹線の車内で、切符の提示を求められるも、なかなか出てこない。出てくるのはイオンウォーターばかり、立ち上がってポケットをまさぐっても確かめても出てきたのはマジックに使われるような旗、さらに手からは鳩が! ますます焦った深キョンが落ち着こうと座ると、今度は椅子が後ろにガタン――。

ポカリのCMといえば降り注ぐ日差しの下、夏の海! という印象があるものだが、これは随分趣きが異なっている。何せ、深キョンの服装が、びっくりするくらいフツーなのだ。それもそのはず、 "日常的に飲める"というイメージを伝えたいのであろう。普段着の深キョンはかえって新鮮!


ポカリスエット イオンウォーター|テレビCM 「目撃・車内」篇 30秒
http://www.otsuka.co.jp/adv/ion/

確かに、ポカリを日常的に飲むという発想はこれまでなかった! そんなポカリスエット イオンウォーター、なんと常温でも飲めるほど飲みやすく仕上げているということで、社員の福利厚生に取り入れる会社も登場。社内にインストラクターを招いたヨガ教室や、新鮮なフルーツが毎朝無料で食べられるサービスなど、とりわけ"社員の健康"に関して意識の高いモバイルオンラインゲーム開発会社のKLabでは、夏に向け、専用冷蔵庫を導入しているのだ。デスクワーク中など日常の水分補給にも適したイオンウォーターは、業務の効率化にも役立つという考えなのだとか。

その他、同社では来客との会議でもコーヒーやお茶がわりに同製品を提供しており、好評だという。これからの季節、とりわけ喜ばれそうである。

【参考リンク】
・ポカリスエット イオンウォーター(大塚製薬)
http://www.otsuka.co.jp/product/ionwater/
CM動画「目撃・車内」篇(深田恭子)
http://www.otsuka.co.jp/adv/ion/ 


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