Pocky THE GIFT
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.
- PhotographyStill Life & Studio
- Packaging DesignConsumer
- BrandingBrand Refresh
- Packaging DesignWriting for Packaging Design
Country
- Japan
Client
- Ezaki Glico
Creative Agency
- DENTSU INC.
Design Company
- Creative Power Unit
- PEN.Inc.
Photo Production
- KATAMURA PHOTOGRAPH OFFICE
Production Company
- ENGINE FILM INC.
Creative Director
- Yoshihiro Yagi
Copywriter
- Haruko Tsutsui
Art Director
- Yoshihiro Yagi
Designer
- Taiji Kimura
- Haruko Nakatani
- Satomi Okubo
- Minami Otsuka
- Hirono Matsunaga
Photographer
- Fumihito Katamura
Creative Producer
- Yoshitaka Nakano
Retoucher
- Sunao Sakurai
Producer
- Youhei Tanaka
- Makoto Sometani
Production Manager
- Atsushi Komuro
- Jun Okabe
Account Executive
- Kazuya Onaka
Advertising Agency
- Dentsu Tokyo
Planner
- Takuya Fujita
- Mai Umegae
- Ryoya Sugano
- Kotaro Fujiwara
- Hajime Yakushiji
Architect
- George Amano
- Ryusuke Nanki
Construction Manager
- Masamitsu Usui
Film Director
- Takuya Demura
Animation Director
- HORSTON Haggy
Sound Director
- Toru Sasaki
Printing Director
- Taichi Ogisaka
- Takeshi Nishimura
- Shinya Tamura
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.
