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

Published On
Dec 13, 2018


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.


Dec 13, 2018
Agency :
EVP / Chief Creative Officer :
Joe Baratelli
SVP Group Creative Director :
Adam Lowrey
SVP Group Creative Director :
Nathan Crow
Senior Copywriter :
Eric Aldama
Junior Art Director :
Rayne Chapman
Junior Copywriter :
Bo Belanger
Junior Art Director :
Heather Patterson
Junior Art Director :
Jason Ham
Junior Art Director :
Jeff Phungglan
EVP / Chief Production Officer :
Gary Paticoff
SVP / Director Video Production :
Selena Pizarro
Producer :
Grace Wang
Executive Digital Producer :
Ana Ponce
Digital Producer :
Katie Watterson
SVP / Group Account Director :
Eric Davis
VP / Account Director :
Jana Wentz
Assistant Account Executive :
Ella Cobleigh
Account Coordinator :
Hana Trattner
SVP/ Group Strategic Planning Director :
Mia von Sadovszky
Associate Strategic Planning Director :
Alyssa Moskowitz
VP/ Director Digital Strategy :
Mike Dossett
Digital Strategy Supervisor :
Amanda Womack
Associate Specialist, Digital Strategy :
Daglys Rivas
Motion Production Manager :
Chris Gomez
Motion Production Artist :
Victor Benyamino
Motion Production Artist :
Salim Peerally
Digital Production Artist :
Colin Rush
Production Artist :
Alec Cheline
Senior Editor/ Operations Manager :
Eddie Granado
CGI/Retouching :
Abel Morales
SVP/ Executive Director, Digital Media :
Cliff Atkinson
VP/ Media Director :
Kelly Kim
Media Director :
Felicia Lau
Associate Media Director :
Andrea Liao
Media Supervisor :
Ivan Huang
Digital Marketing Manager :
Bert Choi
Digital Media Coordinator :
Keena Kim
Media Supervisor :
Ashley Trott
Media Planner :
Reggie Malasique
Media Planner :
Connor Richter
VP/ Director, Research, Analytics & Insights :
Olivia Lioi
Senior Strategic Analyst :
Maria Aintablian
UX Designer :
Sabrina Lee
VP/ Director, Art Production :
Jen Lamping
Senior Art Producer :
Stephanie Breese
Program Manager :
Courtney Szews
Ad Operations Analyst :
Tai Huynh
Photographer :
Justin Fantl
Animation Production :
Director / Partner :
Tony Liu
Director / Partner :
PJ Richardson
Lead Designer :
Yoojin Seol
Lead 3D Artist :
Yang Liu
Lead Renderer :
Alan Ng
Managing Director :
James Sweigert
Head of Production :
Matthew Primm
Producer :
Meredith Panicara
Sound Design & Final Mix :
Lime Studios
Sound Engineer :
Dave Wagg
Executive Producer :
Susie Boyajan
Original Music :
Creative Director :
Scott Glenn
Composer :
Joshua Loucka
Executive Producer :
Debbi Landon
Head of Production :
Caroline O’Sullivan
Stock Music :

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