ABOUT

Our campaign was designed to rebrand a product to reach a previously underserved market segment, while also enhancing and improving the brand's visibility and image in market segments where the product has a strong, established presence. The product, Pocky, is a confectionery that has been Japan’s top-selling chocolate snack for decades. It has a stick-like shape that makes it easy to share, and has long been a favorite of teens and adolescents because the social interaction of sharing snacks offers a low-stress way to bond with their peers. But sales to young adults (aged 20–39) have historically been weak, and our brief was to find a way to activate the brand experience for this target group by reinterpreting the social bonding experience in a new way. In addition, the brief called for us to achieve these results economically, without the expense of an above-the-line media campaign.