Pocky sticks have been Japan’s top-selling chocolate snack for decades. Kids and teenagers love them because they’re easy to share with friends. But sales to young adults were weaker, and our brief was to give this target group a way to share and enjoy Pocky sticks anew. So we created stylish new packaging to be used exclusively at upscale shops and sales outlets, and leveraged social media to promote the repackaged snacks as a fashionable gift item. The result was significantly higher sales to young adults, the opening of new sales channels, and higher brand visibility and sales overall.
This professional campaign titled 'Pocky THE GIFT' was published in Japan in April, 2021. It was created for the brand: Pocky, by ad agency: Dentsu. This Design medium campaign is related to the Confectionery, Snacks industry and contains 11 media assets. It was submitted over 1 year ago.
Advertising Agency: Dentsu, Japan
Production Company: PEN
Production Company: Engine Film
Photographer: Fumihito Katamura Photograph Office