A branded holiday set on the date that looks like the snack
Most snack brands borrow someone else’s holiday. Glico made its own, Pocky & Pretz Day on 11.11, because the date looks like four sticks.
The branding lesson
Pocky’s maker, Glico, has promoted November 11 as Pocky & Pretz Day since 1999, because 11.11 looks like four sticks standing in a row. Every year it builds campaigns around the date that ask fans to share packs and post photos, and its 2013 Twitter push set a Guinness World Record with 3,710,044 brand mentions.
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The psych of why it works
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- Brand
- Pocky · Visit Pocky
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- Pocky (Glico)
- Industry
- Food and drink
