B2C Snacks: Making a Stateside Splash with Pocky
Challenge
Pocky, a niche Japanese snack food and challenger brand, dreamed of upping the ante by getting more brand awareness in the U.S. The assignment was big on ideas, and modest on budget.
Solution
We brought the consumer to the brand, with a cross-country road trip replete with brand ambassadors, street teams, and free samples. To “share happiness” we created a Pocky convoy. The brand experienced a sales increase of 20%, and what was once a niche product is now in the candy section of national supermarket chains like Kroger, Wegmans, and Walgreens.
Results
The effort contributed to a sales increase of more than 20% for the chocolate-coated biscuit sticks. Today, it can be found in national grocery chains.
The Miller Group
The Miller Group is a Los Angeles based, woman-owned, culturally diverse marketing/branding/ad agency founded in 1990. The award-winning marketing/branding/ad agency was founded in 1990, with a 32-year history steeped in not-for-profit marketing and brand reinvigoration. Experienced in B2C and B2B communications.
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