Pocky Goes Local: A Taste of Tradition in Every Stick

•

Brief:
Elevate Pocky with Malaysian nyonya kuih flavors.

Rationale:

A localized campaign allows Pocky to expand its customer base by adapting to local preferences. It is a way to connect with Southeast Asian communities and consumers worldwide while celebrating the rich and diverse cultural traditions of the region. The incorporation of Peranakan-inspired design into the packaging promotes cultural awareness and appreciation.

Main Packaging

Featuring Tok Panjang, the long table in Peranakan household. It is used for family meals and as a space for social gatherings and important events such as weddings and festivals. The long table symbolizes togetherness and the sharing of food and conversation, which aligns with the Pocky's philosophy of bringing people together.

Single Pack Packaging

Inspired by floral pattern design from Peranakan embroidery and beadwork. Turning raw ingredients of the kuih such as mung bean (Ang Ku Kueh), rose plant (Kuih Sago), butterfly pea plant (Pulut Tai Tai) and cassava plant (Kuih Bingka Ubi Kayu) into floral pattern design. This is an integration between kuih and Perankan artwork.