Pocky THE GIFT - Pocky THE GIFT
Pocky THE GIFT

Shortlist

Title of Entry:	Pocky THE GIFT
Brand:	Pocky THE GIFT
Product/Service:	Pocky THE GIFT
Client:	Ezaki Glico Co., Ltd.
Entrant Company:	DENTSU INC.
Creative Agency:	DENTSU INC.
Judging URL:	http://pocky.details.co.jp/gift/
Live site URL:	http://pocky.details.co.jp/gift/
Creative Director:	Yoshihiro Yagi
Art Director:	Yoshihiro Yagi
Designer:	Taiji Kimura / Haruko Nakatani / Satomi Okubo
Copywriter:	Haruko Tsutsui / Scott Lehman
Sector:	N/A
Account Executive:	Kazuya Onaka
Date of Release:	2019-12-01
Photographer:	Fumihito Katamura
Notes:	Pocky sticks have been Japan’s top-selling chocolate snack for decades. Kids and teenagers love them because they’re easy to share. But sales to young adults were weaker, and our brief was to give this group a way to share and enjoy Pocky sticks anew. So we created stylish new packaging for use at upscale shops and sales outlets, leveraged social media, and created a 12-page newspaper insert promoting 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.
URL Link (optional):	http://pocky.details.co.jp/gift/
Other Credits:	Yoshitaka Nakano (Creative Producer)
Other Credits:	Youhei Tanaka (Producer)
Other Credits:	Makoto Sometani (Producer)
Other Credits:	Atsushi Komuro (Production Manager)
Other Credits:	Jun Okabe (Production Manager)
Other Credits:	Sunao Sakurai (Retoucher)
Other Credits:	Takuya Fujita / Ryoya Sugano / Mai Umegae / Kotaro Fujiwara (Planner)
Other Credits:	Masamitsu Usui (Construction manager)