IRVINE, Calif., Nov. 9, 2016 /PRNewswire/ -- Pocky, the brand behind the authentic chocolate covered biscuit stick, celebrates its international holiday, Pocky Day, with its most ambitious campaign to date. As the brand observes its 50th anniversary this year, festivities for the annual affair in the U.S. will be extended from the single traditional November 11 date, to being recognized from November 9 – 13.
Pocky Day originates from Japan, the birthplace of Pocky, and dates back to 1999. Historically, the holiday encourages friends and loved ones to show their appreciation by gifting the tasty treat to each other. Celebrated on November 11, because 11/11 looks like Pocky sticks, the day is a major holiday that sees tremendous global retail support.
"Pocky Day's appeal and popularity is truly marked by the holiday's ability to bring so much joy into so many people's lives," says Akitoshi Oku, President, Ezaki Glico USA. "By sharing and receiving a box, it's that thank you for all that you do, that encouraging pat on the back that keeps you going or that I love you that you needed to hear. People live such busy lives these days and Pocky Day allows us to stop for a moment, check in with each other and really get some meaningful conversations started."
To commemorate the occasion this year, Pocky introduces The Big Share – a unique and inspiring initiative that, at its core, aims to encourage people to actively engage in the basic, human act of sharing and connecting with one another in a positive way. Essentially, the brand will allow fans to make someone's day by sharing Pocky with a friend or a complete stranger.
To share a physical box with a stranger, fans will fill out an online form and select a Share Happiness message to send a box of Pocky to someone, somewhere in the U.S., for free. Once a fan chooses to share a box, they'll also receive a box, along with a message, from a stranger who they have at least one thing in common with—the desire to share happiness with others.
Additionally, the campaign also includes an entertaining digital component. Along with making new friends and exchanging physical boxes, fans will also have the opportunity to connect with their actual friends by sharing a customizable avatar in the form of the iconic Pocky box. Fans will be able to personalize the box with fun items and share their work with friends via social media.
Scottsdale-based agency, Santy, developed the campaign concept and creative direction was led by advertising hall of famer, Ken Spera—most notably known for creating the GEICO gecko.
"With this campaign, our goal is to bring the same energy, passion and enthusiasm for Pocky Day that we see in Japan, and so many other countries around the world, here to the U.S.," says Spera, Chief Creative Officer at Santy. "In order to do that, we are asking Pocky fans to simply do what they already do, which is to spread positivity. It's truly a feel-good campaign that we hope reminds fans that they are a part of something bigger and greater than themselves."
By the campaign's conclusion, 1,111 boxes of Pocky will be shared, over a thousand individuals will make a new friend, numerous loved ones will put smiles on each other's faces and Pocky will have spread happiness across the entire country.
Previous International Pocky Day campaigns in the U.S. include a 2013 Guinness World Record attempt of the most tweeted brand name within a 24-hour timespan— which is a record that Pocky still holds today at 3,710,044 tweets.
Pocky continues to penetrate the U.S. market this year with innovative initiatives including advertising in Times Square, a bi-coastal Share Happiness Pocky Truck Tour and distribution expansion from Asian markets into major American chain retailers, including Costco, Target and Walmart.
To participate in The Big Share, please visit: www.pocky.com/pockyday and search hashtag #PockyDay to see how other people are sharing.
In 1922, Japanese company Ezaki Glico Co., Ltd. launched its fortified Glico caramel in a distinctive red box. Forty-four years later, Ezaki Glico released a new product into their family of fine foods—a chocolate-covered, pretzel-like biscuit stick. Inspired by the Japanese onomatopoeia for the snapping sound made while eating these crispy sticks, they named their new product "Pocky." Hence, Pocky Chocolate was born. For more information, please visit www.pocky.com.
Santy is a strategically-driven full-service agency that engages with consumers where they live, work and play. Santy is headquartered in Scottsdale, AZ with a growing footprint in LA and Orange County. Known as the home of unexpected thinking, Santy specializes in brand development, all offline media, digital marketing and design, website development and management, media planning and buying, public relations and social media. Clients include Delta Air Lines, Pei Wei Asian Diner, Peter Piper Pizza, Real Mex (Chevy's, El Torito, Acapulco), Harvest Snaps and Pocky. For more information, please visit santy.com.
S+L PR, a Santy Company
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