For St,Valentine's day, we changed the product name for the first time in Pocky's 50 year brand history. We changed Pocky into "Sukky" which means "I love you" in Japanese. By only changing three letters, the regular product name turned into one to show love. The new product name conveys feelings on behalf of shy Japanese people. "Sukky" is not the only new name. We made 10 new names meaning "Thank you", “Nice to meet you”, "Forever friends". "Dear Papa” “Dear Mama", “Good Luck" and more, so that not only lovers but all the people in Japan can enjoy St’Valentines day.

Execution is very simple. We just changed the name in Packages. Since Pocky is really famous snack in Japan and the rename was the core idea, we just needed to focus on changing name with Pocky font. Moreover, in order for not only lovers but all the people to enjoy St.Valentines day, We designed 10 different names of Pocky to cover a variety of emotion. The campaign scale was huge. We sold the new Pocky at almost all the supermarkets and convenience stores in Japan.

This campaign created a sensation. Photos of the new Pocky flooded Instagram and Twitter. It was the most accessed item on major curation media and was featured on national news. The cost to change the packaging was almost 0 yen, yet it sold 160% of the amount of the previous year in convenience stores. We didn't simply change the name. We changed communication of Japanese people on Valentine's day. We succeeded in embodying the brand slogan "Share Happiness".