Pocky shares happiness in first major brand campaign in the U.S.

Santa Monica, CA, Dec. 13, 2018 – Pocky, the delicious biscuits covered in creamy chocolate, and a Japanese staple since 1966, is making its first integrated advertising push in the U.S. with a new brand campaign from Agency of Record RPA. The campaign focuses on the feelings of delight that come when sharing Pocky, and speaks to Millennial moms.

The “Share Happiness” campaign serves as a reminder that whenever people get together, Pocky is the perfect snack to share.

“We have a hugely passionate fan base for Pocky. Our challenge is to remind people of the joy of sharing happiness, and remind them they can find it in their local grocery store’s Asian food aisle,” said David Morita, Head of Marketing at Ezaki Glico USA.

Exclusively targeted to the West Coast, a key region for the brand, the campaign brings the playful nature of the brand to life online with multiple digital videos running in high-impact placements on sites like PopSugar, engaging social media units on Facebook, Instagram and Pinterest and pre-roll and interactive units. Each of the videos reminds Millennial moms of all the different sharing occasions, like traveling, New Year’s parties or moments at the office. The “Anthem” spot demonstrates that sharing Pocky transforms into “3 Belly Laughs,” “4 Smiles,” “2 I Love Yous,” “6 New Friends,” and “4 Conversation Starters.”

“This campaign was inspired by the idea that in the box, Pocky is a thin biscuit stick dipped in chocolate. But the moment you share it with someone, it becomes something more. An expression of friendship. A fun memory. A smile,” said Joe Baratelli, Chief Creative Officer at RPA. “We’re thrilled to have the opportunity to shine a light on the fun and joyful Pocky brand.”

Ezaki Glico conducted an agency review for the Pocky brand earlier in 2018 from which RPA was selected as its agency of record, handling strategy, creative, production, media planning and buying, and social media.