(Glico) Pocky Platform Refresh Regional Campaign
What does Pocky as a brand would like to achieve?
Glico wants to establish Pocky in more occasions and appeal to more prospects by creating a virtuous cycle of brand popularity, maximizing shareability online to justify the premium price.
Creative objective
To launch a refreshed brand platform that is adaptable to different markets and future product launches.
Creative strategy
Pocky is not just tasty biscuits, but also a 'cheer-maker' in life.
The Idea
Cheer up Together with Pocky!
To unbox a Pocky is to cheer up together with someone.
Introducing, the Pocky Cheer Squad!
The Pocky Cheer Squad represents the sticks in a Pocky pack: happy, cheeky and a lot of fun.
Agency: DDB Singapore
Chief Creative Officer: Chris Chiu
Art: Roger Tan / Jeanie Lee
Copywriter: Jasmine Tan
Production House: Passion Pictures Bangkok
(Thailand) Cheer Up Together! TVC 30s
(Indonesia) Cheer Up Together! TVC 30s
Key visuals
The Pocky Cheer Squad - Chibis
We created a chibi (illustrated) version of the Pocky Cheer Squad to make the Cheer Squad asset more adaptable and attractive to the smaller markets, online platforms and point-of-sale.
Website, online and on-ground extensions
On-ground activation in Thailand - an dance contest of the Pocky Cheer dance
