Glico Philippines is marking 60 years of sharing happiness globally with its biggest update yet for Pocky — one of the world’s most recognizable snacks. To mark this momentous milestone, Glico is unveiling its year-long Connect with a Smile brand campaign that aims to reignite the magic of Pocky as the spark for real-life connection in a world where digital interaction sometimes takes precedence. The campaign is underpinned by the launch of a brand-new packaging design across the full Pocky range, alongside an improved Pocky Chocolate recipe that delivers a more chocolatey taste and a crispier snap.
Photo: Glico Philippines
Since its creation in Japan in 1966, Pocky has been the snack that brings people together — loved for its iconic biscuit stick snap and easy-to-share format. Connect with a Smile spotlights the small but meaningful gestures that have always been at the heart of the brand, from passing a stick across the table to sharing a box with friends, family, classmates, colleagues, and loved ones.
Rolling out in the Philippines this month, the campaign will come to life through Pocky Connect Fest – an on-ground Back-to-School experience visiting select universities in Metro Manila, where Gen Z students can customize their own Pocky Box with photos, stickers, and personal touches alongside their squad.
60 years and counting: Pocky continues to inspire the next generation to share happiness and forge meaningful connections.
Fans can follow Pocky Philippines on Instagram (@glico_ph), Facebook (Pocky Philippines), and TikTok (@glico_pr_ph) for the latest happenings. Through these initiatives, Pocky continues to champion the everyday moments where one simple gesture can spark a smile, start a conversation, and create a shared memory.
“For many Filipinos, Pocky has become an integral part of how we bond over merienda (snack time), celebrate small wins, and stay connected with the people who matter. Connect with a Smile captures that spirit perfectly, and with our refreshed packaging and improved chocolate recipe, we’re giving our fans even more reasons to share happiness — all part of how Glico brings ‘Healthier days, Wellbeing for life’ to communities here in the Philippines,” said Gerald Mendoza, Managing Director, Glico Philippines.
A Fresh Look, Made for Today’s Consumers
Glico is introducing new vivid packaging designs across the Pocky range designed to stand out on shelves.
Fun, youthful packaging for the Pocky flavor line-up
The refreshed graphics give each box a more contemporary, youthful, and visually striking expression, while keeping the warmth, playfulness, and recognisable identity the brand is known for. The new designs will span these six flavors: Chocolate, Strawberry, Cookies & Cream, Milky Matcha, Milk Chocolate, and Milk.
Indulgent Chocolate Taste, More Satisfying Snap
For lovers of classic Pocky Chocolate, there’s even more to smile about. Pocky Chocolate will feature an improved recipe – crafted to be crispier and more chocolatey – providing a richer, more indulgent taste with a satisfying mouthfeel from the very first bite. This reflects Glico’s continued commitment to product innovation, while staying true to the great taste, quality, and spirit of sharing that have made Pocky a consistent favorite across the generations.
The refreshed Pocky lineup is now available at major retailers nationwide, giving Filipinos even more reasons to keep sharing the moments that matter. Join in the celebration and #ConnectWithASmile.
