Spikes Asia

The Name Confession

DENTSU INC, Osaka / EZAKI GLICO CO. / 2016

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Overview

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Credits

Overview

Background

St Valentinesday is a holiday to show love & gratitude, in all around the world. However, the Japanese people are shy because they have traditionally valued the concept of “HAJIRAI”,which means shyness.

It is hard for them to say, "I love you," face to face, even if they want to.

Execution

We changed the name of Pocky for the first time in brand’s fifty yeas of history. New name Sukky[love] is the word of emotion which people want to tell in St. valentines day. We started to sell new packages in convenience stores in all over Japan from 1 month before St.valentines day, which caused a huge conversation towards the day.The campaign scale was nation wide, not a small promotion.

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