AdverTimes
Apr 12, 2016

CASE STUDY: How Glico re-energised Pocky with a dance move

Roping in a popular musical act, the snack brand made 'The Sharehappi Pose' into something of a sensation and achieved a healthy sales increase.

Pocky's campaign featured the J Soul Brothers

Ezaki Glico celebrated the 50th anniversary of its flagship brand, Pocky, in 2015, revamping its five main products. Pocky products are distinctive, chocolate-coated biscuit sticks. Aiming to increase the rate of purchase, in September it rolled out a campaign called 'Project Sharehappi'.

The issue for Pocky, which enjoys high brand awareness, lies in how to get people to actually buy it. 'Project Sharehappi' aimed to solve this issue.

The Sharehappi was a...

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