Glico turned PETRONAS Twin Towers and LRT trains into Pocky for Pocky Day

Glico Malaysia wanted Pocky 'in the most recognisable places' and to celebrate Pocky Day while cutting through the 11:11 sales noise.

The Chariot Agency worked with creative studio Flux 28 on fantastical CGI films 'good enough to bite into', within an integrated digital campaign plus an on-ground physical activation.

Surreal content built to be remembered around 11.11 and drive Pocky sales; Glico framed it as celebrating and sharing happiness. No performance numbers disclosed.

Japanese confectionery company Glico took over the PETRONAS Twin Towers and Kuala Lumpur's Light Rapid Transit trains with a hyper-realistic CGI campaign celebrating Pocky Day, which falls on 11 November — the same date as the 11:11 sales event, making it both a brand moment and a sales play.

In partnership with The Chariot Agency, one film turns the PETRONAS Twin Towers into larger-than-life Pocky sticks towering over the city; another sees a pink, Pocky-sized train pull up to an LRT platform before its doors open and strawberries spill out, filling the carriage and platform. The agency worked with creative studio Flux 28 to make content that was fantastical while still looking, in its words, good enough to bite into.

'Aside from creating relevant content for our audience, Pocky is here to celebrate, uplift, and share happiness with everyone,' said Yvonne Teh, head of marketing at Glico Malaysia. Executive creative director Jarrod Reginald called the takeover 'a tall order to pull off'. The Pocky Day campaign spanned an integrated digital campaign and an on-ground physical activation.

The Twin Towers are the country's most recognisable structure — turning them into the product makes Pocky's scale literally monumental.

Pocky Day's 11.11 date doubles as the biggest online sales event, so the spectacle lands when purchase intent peaks.

CGI on landmarks travels further than any media buy: the films are the shareable asset, not an ad break.

Landmark-scale CGI lets a snack claim a skyline: pick the most recognisable structure in the market and make it your product's scale reference.

As of 2024-01-10 the campaign films were live via Chariot Agency's Vimeo; the same agency later followed with Glico's 'The Endangered Pack' hunt for discontinued Pejoy flavours.