| Title | THE NAME CONFESSION |
| Brand | EZAKI GLICO |
| Product / Service | POCKY CHOCOLATE |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | DENTSU INC. KANSAI Osaka, JAPAN |
| Idea Creation | DENTSU INC. KANSAI Osaka, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shingo Nishida | DENTSU INC. | Executive Creative Director |
| Subon Kin | DENTSU INC. | Creative Director |
| Oki Miichi | DENTSU INC. | Planner/Copywriter |
| Masato Hirata | ENGINE FILM Inc. | Producer |
| Hiroshi Jinguu | ENGINE FILM Inc. | Producer |
| Shinji Urano | ENGINE FILM Inc. | Production Manager |
| Maiko Nakano | ENGINE FILM Inc. | Production Manager |
| Futoshi Takashima | SONO PRONTO Inc. | Director |
| Michael Komagata | COREKARA Inc. | Cameraman |
| Naomi Okuyama | DIGITAL GARDEN Inc. | Editor |
| Daisuke Matsunaga | DENTSU INC. | Art Director |
| Tomoya Kawakami | ENGINE FILM Inc. | Art Director |
For St. Valentine's day. We changed the product name for the first time of its 50 years history of Pocky. We changed Pocky into "Sukky" which means "I love You" in Japanese. The new product name conveys feelings on behalf of shy Japanese people. New name is not only Sukky. We made 10 names which means "Thank You", "Forever friends", "Dear Papa" and so on.
We changed the name of Pocky for the first time in brand’s fifty yeas of history. New name Sukky[love] is the word of emotion which people want to tell in St. valentines day. We started to sell new packages in convenience stores in all over Japan from 1 month before St.valentines day, which caused a huge conversation towards the day.The campaign scale was nation wide, not a small promotion.
This campaign created a sensation. Photos from young people flooded Instagram & Twitter. It was the most accessed item on major curation media and ?featured on national news. The cost to change the packages was almost 0 yen, yet it sold 160% the amount of the previous year in convenience stores. We didn't simply change the name. We changed communication on Valentine's day.
Because this campaign caused a huge conversation without almost no ad and changed behavior of St valentines day in Japan.
Strategy was super simple. We just needed to change the name on packages because Pocky is really famous chocolate snack in Japan. The name change itself caused a huge conversation, so we did not need any payment for more communication.