Pocky

Brand | Graphic Design | Campaign | Promotion | Website UX/UI Design | Social Media | Guerrilla Marketing | Print

"Share Happiness"

OBJECTIVE:

Create a cohesive ad campaign, incorporating a breadth of multimedia strategies for the snack brand of choice.

(Chosen Brand: Pocky, from Glico Corporation)

TARGET AUDIENCE:

Wide range of applicable audience

Focusing on people of all genders, age 15-35 years old

Social media savvy, online food delivery users, novel product enthusiasts, have strong personal connections with others

Fall 2020

Art Director •
Lilian Broyles

Copywriter •
Lilian Broyles

Project Overview

PROJECT OVERVIEW

How do seemingly mundane products and services market themselves apart from sister and imitation products? Brands must build a deeper connection with their audience using powerful storytelling and compelling values, advertising the unique qualities customers can only find with that brand. Each student chose an existing snack brand to build upon the brand’s voice and design for a cohesive multimedia campaign.

The product “Pocky” is a sweet biscuit snack, originating in Japan from the Glico Corporation. The first pocky started as a thin biscuit covered in a light layer of chocolate, it has since expanded into a myriad of other sweet flavors (ie. strawberry, banana, cookies and cream, etc.) and sizes.

Since the snack’s development in 1966, the Pocky name has transported itself across the globe and can now be found in many grocery stores in the U.S. I chose the brand Pocky for this project because the snack is a personal favorite of mine, not only because of the taste but also the fun aesthetic.

This project did not require students to necessarily create an entirely new brand image, but to build upon existing brand elements. I already loved the bubbly (kawaii) graphic content, and the brand’s familiar tagline “Share Happiness” became an inspirational starting point, spearheading my campaign's message.

The graphics I created maintained the brand’s simplistic geometric design in the iconic bright red and chocolate brown with my own enhancements to the image.

For the guerrilla marketing component, I wanted to implement a fun way for people to realistically “Share Happiness” with people they care about. Similar to Valentine’s Day grams or care-grams, people can send pocky products to someone with an endearing note. The program would work as temporary pop-up store fronts/carts, placed in strategic locations to attract passerby.

Pocky would also promote the event on social media, encouraging followers to find the pop-up locations in their city and share their experience with the “Show us how you #sharehappiness” tag. There could be prize incentives for users who share the hashtag or revenue charitable donations for a more philanthropic approach.

The pop-up storefronts and carts can also feature limited-exclusive merchandise sold only at those locations, opening up the opportunity to target collector consumers. The pocky-grams would then be delivered to the receivers, using delivery drivers.

The project also required a responsive mobile-up designed website. Students would reference their brand’s official product website as they re-rendered the design/layout while still maintaining a portion of the original elements. The design would then have to be adjusted to allow all display types (mobile, tablet, and desktop) using a single page design format for each one.

Incorporating the same graphic elements across platforms helped unify the whole campaign, pushing the brand’s artistic image and tone. Embracing this style appeals to a specific niche and helps distinguish the brand by establishing this unique charm.

Social Media