Pocky Shares Happiness in First Major Brand Campaign in the U.S.

December 13, 2018

by
RPA
  • The all-digital campaign targets Millennial moms
  • RPA recently named Agency of Record for beloved snack food brand

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.

About RPA

RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to create ideas and experiences that put "People First," within a culture that empowers individuals and teams. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Farmers Insurance Group, La-Z-Boy and Southwest Airlines. For more information, visit http://www.rpa.com.

About Ezaki Glico

Ezaki Glico has manufactured innovative, high-quality products since its foundation in Japan in 1922. Pocky was introduced in 1966 as the world's first chocolate stick snack, and the high-quality, creamy chocolate biscuit stick is available in a variety of delicious flavors. Glico believes that good food can brighten lives and create a more cheerful world by promoting a happy and healthy state of mind. Today, Glico has grown to nearly 5,000 employees in 11 branches around the world, including Ezaki Glico USA Corporation in Irvine, Calif. For more information, visit www.glico.com or http://pocky.glico.com.