Pocky Celebrates Pocky Day 11.11 to share happiness with Pocky by launching two new flavors: ‘Pocky Milk’ and ‘Pocky Durian’ to elevate consumer experience
Pocky Celebrates Pocky Day 11.11 to share happiness with Pocky by launching two new flavors: ‘Pocky Milk’ and ‘Pocky Durian’ to elevate consumer experience
Pocky hosts Pocky Day 11.11, inviting fans in Thailand to join in elevating happiness and fun with ‘Pocky’. One of the highlights of the event include the showcasing of two new flavors – Pocky Milk and Pocky Durian. After a year of actively stimulating the market through both on-ground and online activities, the company anticipates continued growth in 2024, driven by the continuous introduction of new products and creating new experiences through experience marketing strategies.
“Today’s consumers have more choices than ever, sparking interest in trendy and unique products. Therefore, products must deliver value, quality, and appealing flavors. Additionally, they must align with health-conscious trends, fulfill emotional needs, and create moments of happiness that build memorable experiences between consumers and brands. For us at Glico, this means continuously developing products that meet these diverse needs through great taste and healthier options to capture the hearts of modern consumers,” Mr. Chalermpong Darongsuwan, Managing Director of Thai Glico Co., Ltd., the distributor of Pocky, Pretz, and Pejoy remarked on current consumer behaviour.
On November 11-12, Pocky hosted ‘Pocky Day 11.11’ at Park Silom, welcoming fans to an immersive experience under the theme ‘Pocky Share Happiness!’ Attendees enjoyed exclusive activities, photo spots, and a special Pocky Café offering limited-edition treats and exclusive promotions. The event’s highlight was appearances by Glico Friend, NuNew Chawarin Perdpiriyawong and Zee Pruk Panich, who joined to elevate the happiness by discussing their collaboration with Pocky and their favourite Pocky flavours. They also performed beautiful songs to excite the fans, along with a performance from the band BUS, sharing the fun on stage and sending everyone home with a sense of joy.
Also, two new products were spotlighted at the event. Pocky Milk and Pocky Durian joined the Pocky lineup in September 2024. Pocky Milk, is not only delicious but also a good source of calcium as it consists of Hokkaido Milk as a key ingredient; Pocky Durian, with an authentic durian taste, is made from real durian for a fragrant, rich flavour. These new flavours were created to cater to consumer demand while upholding Pocky’s high standards of quality and its signature delicious taste. In addition, Pocky continues to innovate in marketing by launching campaigns and promotional activities that engage consumers of all ages. A particular focus has been placed on experiential marketing aimed at its core demographic of students and Gen Z consumers, offering fresh experiences and memorable interactions through targeted marketing strategies.
If the success of Pocky is decoded, it can be attributed to its image as a snack designed for the modern generation. With its accessible brand identity, Pocky consistently delivers happiness and offers consumers a fresh, unique experience every time. Pocky has a diverse range of products, in both flavours and packaging sizes, that meets all the needs of the target audience. This includes the five main flavours, perfect for delicious enjoyment every day: Pocky Chocolate, Pocky Strawberry, Pocky Cookies and Cream, Pocky Milky Matcha, and Pocky Nutty Almond. Additionally, there are premium Pocky Crushed options featuring thick, double-layered coatings and larger ingredient pieces, including Pocky Crushed Nuts Almond Milk Chocolate Flavour, Pocky Crushed Nuts Almond Noir Chocolate Flavour, Pocky Crushed Fruits Blueberry Yoghurt Flavour, Pocky Crushed Fruits Strawberry Peach Yoghurt Flavour. Exclusive to Thailand are Pocky Choco Banana and Pocky Mango.
Mr. Chalermpong shared that Thailand’s biscuit sector has grown by approximately 10% this year, with an overall market value reaching 12,228 million baht (*Source: Nielsen YTD Sep 2024). This growth is attributed to the steady rise in tourism. Overall, this year the biscuit market remains highly competitive, with both established and emerging brands — domestic and international — constantly innovating to meet evolving consumer needs. Companies are introducing new flavors and products, as well as running a variety of promotions and marketing activities to generate excitement and drive purchasing decisions year-round. While consumers are generally selective with their spending, focusing on products that align closely with their needs, the biscuit market’s 10% growth suggests that this category continues to attract consistent demand. This indicates that products in the biscuit market are meeting consumers’ desires and maintaining relevance through effective strategies.
Regarding sales strategies, Ms. Sarin Prateepthong, Group Brand Manager for Pocky, stated that the company is adjusting its promotional activities to suit consumers across all channels. They are also continuously seeking new sales avenues to expand their customer base, enhance accessibility, and provide greater convenience to consumers, such as through HORECA and brand collaborations. Additionally, there is an emphasis on online sales strategies, as this channel offers consumers convenience in ordering and access to various special offers. Consumers can order through the website https://glicothai.com and official stores on Glico’s online platforms. The products and innovations developed by Pocky must meet consumer demands for value, quality, and appealing flavors, while also addressing health-conscious trends, fulfilling emotional needs, and creating moments of happiness between the product and consumers. This aims to create memorable new experiences, ensuring that Pocky remains a trendy and modern brand that consumers always recognise.
“For Glico, we see health trends as new market opportunities that create new segments. We will not sell unhealthy snacks to consumers. In addition to producing products that are good for consumers, Glico is also committed to sustainable business practices. We have been using RSPO-certified palm oil in our Pocky products since 2021, and this extended to all products in the confectionery category since 2023. Furthermore, we have a policy to source sustainably produced cacao, taking into account related social issues such as child labor, poverty among farming families, and deforestation. For packaging, the paper used for our boxes is FSC certified. We are also ready to introduce new innovations that enhance taste and enjoyment while maintaining the quality standards that consumers trust. Importantly, we must continually adapt to meet the changing needs of consumers,” Ms. Sarin concluded.
