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How we turned every Pocky box into a way for everyone to cheer up together

Pocky is all about ‘sharing happiness’. But despite its popularity in Southeast Asia, the brand hadn’t yet defined any relevant sharing moments or emotional opportunities that called specifically for a Pocky snack.

So we set out on a simple yet ambitious mission: to give everyone a way to cheer up together in moments big and small. We transformed each box into its own Pocky Cheer Squad. Letting you spread the cheer wherever you go.


Cheer Up Together, Thailand!




Cheer Up Together, Indonesia!




Cheer Up Together on print and outdoor





Spreading the cheer across schools


  


The Mini Pocky Cheer Squad

We created a chibi (illustrated) version of the Pocky Cheer Squad to make the Cheer Squad assets more adaptable and attractive to other SE Asian markets, across online platforms and point-of-sales.





Our squad goes social

Our Mini Cheer Squad became official Pocky emoticons, promoted new flavours, and invited engagement across social platforms.




Cheer Up Together online






Agency: DDB Singapore 
Chief Creative Officer: Chris Chiu
Copywriter: Jasmine Tan
Art Directors: Roger Tan, Jeanie Lee