Pick of the Day from Chase Design Group's Steve Dunphy | Pocky The Gift by DENTSU INC
By Jonathan Jirjis on Mar 11, 2020
Pocky sticks have been Japan’s top-selling chocolate snack for decades. They come in many flavors, and because the chocolate doesn’t get on your fingers, they’re clean and convenient to eat. Kids and teenagers love them because they’re easy to share with friends. But sales to young adults were weaker, and our brief was to give this target group a way to share and enjoy Pocky sticks anew. So we created stylish new packaging to be used exclusively at upscale shops and sales outlets, and leveraged social media to promote the repackaged snacks as a fashionable gift item. The result was significantly higher sales to young adults, the opening of new sales channels, and higher brand visibility and sales overall.
Fire + Fragility: Zuzanna Rogatty's YG21 Cube Design
Designer and YG18 winner on the creation of this year's Young Guns trophy
Desks from the Decades
Behind the scenes of The One Show’s 50th Anniversary with production company Eventique
Walter T. Geer III: "DEI Is Dead"
VMLY&R Health exec explains how the industry dropped the ball on diversity