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Glico Pocky New Project Presentation
Ezaki Glico held a new project announcement event at Jiji Press Hall in Ginza, Tokyo, on August 25th, coinciding with the renewal of its flagship "Pocky" series products as they mark their 50th anniversary. The event also unveiled the new image character and television commercial.
Masanori Kobayashi, Category Manager of the company's Chocolate Marketing Department, reflected on Pocky's journey, born from the idea of coating Pretz with chocolate. He stated, "Thanks to the patronage of so many people, the cumulative number of boxes sold over these 49 years has exceeded 10 billion." He declared the launch of a new initiative, "PROJECT: Share Happiness!", to further spread Pocky's brand slogan, which embodies the joy of sharing.
Next, the stage welcomed Naoki Kobayashi, Takanori Iwata, and Hiroomi Tosaka from the popular dance & vocal group "Sandaime J Soul Brothers from EXILE TRIBE," appointed as the new image characters. They discussed the music and choreography concepts for the new TV commercials "Share Hapi Debut" and "Share Hapi Dance," set to air sequentially starting September 1st, along with behind-the-scenes stories from filming.
When asked about Pocky's image, Tosaka commented, "It's always close by. It's naturally placed at home, my parents' house, and backstage. It feels strange to be working with it like this now. It makes me feel more focused."
Beyond TV commercials and large-scale posters, the project will also feature communication initiatives through the "Pocky Share Happy Dance Contest," which will judge the quality and creativity of "Share Happy Dance" choreography. The grand prize-winning entry will be broadcast on the street vision screen (Glico Vision) in Shibuya, Tokyo.
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