SHARE POCKY. SHARE A STORY.
360 Campaign
MY ROLE: Copywriter
THE CHALLENGE: For years, Pocky's brand creative had relied on a familiar visual formula: animated product boxes, emojis, and a red background. We had been pushing to bring more lifestyle and storytelling into the brand's creative, and this campaign was our opportunity to finally take that approach further.
THE INSIGHT: Sharing a box of Pocky can turn an ordinary moment into a lasting memory. And for younger audiences craving more authentic, relatable storytelling, those small moments can be more powerful than a polished product shot.
THE SOLUTION: We brought Pocky into the real world. Moving away from the brand's traditional animated approach, we created story-driven lifestyle content centered around the small moments of connection that happen when people share Pocky. The campaign was designed to resonate with Gen Z audiences through a more authentic, social-first lens while continuing to connect with Millennial moms.
THE RESULTS: The campaign was a hit with both audiences and the client, outperforming previous Pocky campaigns and proving there was an appetite for a more authentic, story-driven approach. Its success gave the client the confidence to continue expanding Pocky's creative into more lifestyle-led work, helping shift the brand beyond its traditional animated visual language.
AWARDS: LA American Advertising Award| Social Media for Share Happiness! | High Score| Bronze
:30 SPOTS
TIKTOK & REELS
OOH
POP
