Ezaki Glico - "Pocky THE GIFT"

Dentsu Inc.

Dentsu Inc. Tokyo, Japan

9734

Title	Pocky THE GIFT
Agency	Dentsu Inc.
Campaign	Pocky THE GIFT
Advertiser	Ezaki Glico Co., Ltd.
Brand	Ezaki Glico
Date of First Broadcast/Publication	2019 / 10
Business Sector	Biscuits, Bread, Crispbread
Philosophy	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 the brief was to give this target group a way to share and enjoy Pocky sticks anew. So Dentsu Inc 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.
Media Type	Packaging, Branding & Design
Design Company	PEN Inc.
Design Company	Creative Power Unit
Post Production	scab
Post Production	Dentsu On Demand Graphic Inc.
Production Company	Fumihito Katamura Photograph Office
Production Company	ENGINEFILM INC.
Production Company	Yoshihiro Yagi
Copywriter	Haruko Tsutsui
Designer	Taiji Kimura
Designer	Satomi Okubo
Designer	Haruko Nakatani
Photographer	Fumihito Katamura
Producer	Youhei Tanaka
Producer	Makoto Sometani
Creative Director	Yoshihiro Yagi
Executive Producer	Yoshitaka Nakano
Product Manager	Atsushi Komuro
Product Manager	Jun Okabe
Creative Team	Shinya Tamura
Creative Team	Sunao Sakurai
Creative Team	Takeshi Suehiro
Account Management Team	Kazuya Onaka