Glico Philippines wanted to create a one-of-a-kind digital experience from January to April that features different Pocky flavors and how they fit into different occasions, while staying true to Pocky’s mission of sharing happiness.

Since our target market loves music and snacking, we linked these together to create a unique experience from their mobile phones. Using social media, we created themed content for occasions that when scanned, transports you to an exclusive Spotify playlist. Now when that music plays, the social post animates and syncs to the song’s beats per minute. The animation also features a specific Pocky flavor that matches that occasion.

Our target was young adults who enjoy music and snacking occasions. We used a simple strategy of using highly relevant digital platforms, mainly Facebook and Spotify. Given our young target market, we made sure to create content that isn’t hard sell or pushy. Hence, there is a need to create something unique, refreshing, and significant to our target market.

During the first quarter of 2022 (January – April), we created themed social media content that lets people enjoy music through their phones. These posts represent a specific occasion and a Pocky flavor that matches that occasion. When people scan these posts, they will be transported to our special Spotify playlist. They can also watch our posts as it syncs and animates to match the song that is playing. The animations reflect the beats per minute of that song using sound waves made of Pocky sticks.

Our social media posts garnered engagement rates 2x higher during March and 8x higher during January compared to average engagement rates from food and beverage brands. Aside from these, Pocky was able to share happiness to thousands of people by leveraging the power of music and the deliciousness of Pocky.