Pocky
FIND YOUR FLAVOR
Caught between two cultures? As a Japanese snack living in the U.S. Pocky reminds us that you don’t have to choose one or the other. You can find your own flavor.
01
ADS THAT SPEAK MORE THAN ONE LANGUAGE
Japanese fluency not required: scan the QR code on the print ads to translate the different Yojijukugo, Japanese four character idioms.
Interactive ads toggle between Pocky’s first and second languages.
02
FOLLOW THE FLAVORS
New limited edition flavors put small locally owned Asian grocery stores on the map. Support your community by using the app to find the flavors at local businesses.
03
REDESIGNING THE FUTURE
An annual Pocky box design competition awarding scholarships to young Asian American creatives. Winning designs will be showcased in stores and online.
04
A FESTIVAL OF CULTURE
In a celebration of Asian music, art and food, Pocky will sponsor 88rising’s Head in the Clouds festival, bringing artists across the Asian diaspora to the American stage.
05
UNBOXING OUR IDENTITY
A series of social media takeovers by Asian American artists, leaders, athletes and activists who talk about their experience growing up between cultures.
Copywriter: Ben Weiller