For the launch of Pocky's advertising in the US, we set out to prove that happiness comes in a little red box. Working with Laundry studios, we brought Pocky's world to life by turning every opened box into a burst of joy, filling everyday moments with playful surprises and shared experiences. With Pocky's iconic packaging and branding woven into every story, we created a campaign that celebrated the simple truth behind the brand: life is a little sweeter when it's shared.

This campaign helped move Pocky from the specialty category to the main aisle, with a 25% year-over-year increase in sales velocity throughout the span of the campaign. 

Creative Directors:
Adam Lowrey & Nathan Crow
Copywriter: Jeff Phungglan
Animations: Laundry Studio