Japan: Pocky biscuits renamed in marketing campaign

Pocky, one of Japan’s leading snack brands, is to undergo a temporary rebranding exercise in a marketing effort centred on personal messages.

The campaign from brand owner Ezaki Glico will see pack designs altered to communicate messages of affection, gratitude and good fortune. Among a total of 10 options, the original Pocky snack will be renamed as a choice of Sukky (“I like you”) and Giricky (“I care for you”) while Pocky Gokuboso (Super Thin Pocky) will change to Thanky (“Thank you”) and Yorocky (“Thank you in advance”), and Pocky Tsubutsubu Ichigo (Pocky With Strawberry Bits) will become Lovecky (“Love you”) and Tomocky (“Friends forever”).

The campaign is set to start from the end of December 2015 and will continue for two months during a busy gifting period in Japan that includes Valentine’s Day, exams and graduation ceremonies.

Source: Gourmet Biz / Pocky / Nikkei