Glico Pocky

We won the Pocky pitch by creating excitement around the launch of their new product – Pocky Watermelon. Under the theme 'Summer Surprise,' we presented a campaign of product-driven communication, which was uncommon by Glico's standard, which favors brand communication. However, from our research, we learned that Thai consumers perceived Pocky as a boring brand. So we presented our findings to the client, along with this campaign, to energize the brand. The client agreed and awarded us the local Glico business. Incidentally, the work we presented at the pitch was also the work we produced, albeit not everything.