Singapore – Glico Asia Pacific has unveiled a major refresh for Pocky as the snack brand celebrates its 60th anniversary, introducing a year-long ‘Connect with a Smile’ campaign, redesigned packaging, and an updated chocolate recipe.
The campaign centres on Pocky’s long-standing positioning as a shareable snack, highlighting everyday interactions and in-person connections at a time when digital communication increasingly shapes how people engage with one another. Supporting the campaign is the rollout of refreshed packaging across the full Pocky range, alongside an updated Pocky Chocolate recipe featuring a crispier texture and a richer chocolate flavour.
First launched in Japan in 1966, Pocky has built its identity around its easy-to-share format and distinctive biscuit stick design. Through ‘Connect with a Smile’, Glico aims to reinforce these associations by focusing on simple acts of sharing among friends, family members, classmates, colleagues, and loved ones.
As part of the refresh, Glico has introduced new packaging designs across eight Pocky variants: Chocolate, Strawberry, Cookies & Cream, Milky Matcha, Double Chocolate, Nutty Almond, Milk Chocolate, and Milk. The updated packaging adopts a more contemporary visual style while retaining familiar brand elements.
The company has also reformulated its flagship Pocky Chocolate variant, with changes aimed at delivering a more pronounced chocolate taste and a crispier bite.
The new packaging will be introduced across Glico’s regional markets from June, beginning in Thailand, with launches in other Southeast Asian markets to follow.
Rolling out across Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines, the campaign will include promotional activations, pop culture partnerships, refreshed creative assets, and social-first content aimed at reaching younger consumers, particularly Gen Z. Additional market-specific activities are expected to be announced throughout the year.
Yukio Kimura, Chief Operating Officer, Glico Asia Pacific, said, “For 60 years, Pocky has been one of the simplest ways for people to share happiness, express care, and connect with one another. Connect with a Smile celebrates that magic while giving Pocky a fresh new look. As we celebrate this milestone, our goal here is to keep creating products and moments that bring people across Southeast Asia closer together and spark joy into everyday life, guided by our company purpose, ‘Healthier days, Wellbeing for life.’”
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