Philippines – Dentsu Philippines and Pocky Philippines are helping Filipinos express their love through their latest ‘Pocky Sabi’ initiative. The initiative transforms the Pocky snack into a means for anonymous love confessions.
‘Pocky Sabi’ plays on the Filipino phrase ‘pakisabi,’ meaning ‘please tell them.’ It addresses the cultural value of ‘hiya’ (humility) that often makes open expressions of love challenging for Filipino youth.
The campaign introduced an Instagram filter that allows users to share anonymous love confessions, keeping their identities hidden while their messages are visible.
The initiative also extended its reach offline with physical confession booths placed in schools and universities throughout Metro Manila. Messages submitted through a dedicated microsite were then shared on TikTok by local content creators, turning private sentiments into shareable moments.
Gerald Mendoza, managing director at GLICO Philippines, commented, “POCKY SABI is a fun, well-executed campaign that stemmed from a simple but deeply rooted cultural insight. We’ve always believed in dentsu’s ability to localise global brands in a way that truly connects with Filipino audiences. Over the years, they have consistently delivered ideas that go beyond the obvious, and this campaign is a great example of that trust and collaboration in action”
Gian Nealega, creative director at Dentsu Creative Philippines, commented, “This campaign was never just about a single occasion, but rather, about capturing the quiet, unspoken ways young Filipinos express affection because of hiya. Pocky has always stood for sweet, heartfelt connection, and with POCKY SABI we wanted to reflect that in a way that felt authentic to how Gen Z communicates today. From social media to campus activations, it was about creating a safe space to say what they feel — even if anonymously.”
