Pick of the Day from Chase Design Group's Steve Dunphy | Pocky The Gift by DENTSU INC

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.