Like many brands, Pocky wanted to show their support while people were following #stayathome guidelines during the COVID-19 pandemic. Unlike other brands, Pocky’s long-standing tagline — Share happiness! — was in direct conflict with the tenets of social distancing. Rather than ignore the incongruity, we addressed it head-on in our social media campaign. Pocky fans appreciated the sentiment and let us know in the comments, observing that Pocky was actually the ideal quarantine snack to binge on.