Pocky is a Japanese snack you can probably see almost everywhere. The cookie-ish sticks with chocolate coats are so addictive. Every November 11th, while we observe Veterans Day and attend one of the many parades across the nation, Japan goes Pocky crazy – to celebrate the Pocky Day. Why November 11? Because the date, 11.11, is made up of four ones and ones are the exact same shape as Pocky!
In 1999, Japanese food corporation, Ezaki Glico, came up with the idea of Pocky Day. The company had an ambitious plan – deploy a wide variety of PR and marketing campaigns to establish November 11th as national Pocky Day. The company didn’t choose a random year to start this holiday – 1999 was the 11th year of the Heisei period. Thus, November 11, 1999 in Japan calendar was 11.11.11.
And Glico was successful. Ever since its inception, it has released annual advertising campaigns, collaborations and national events built around the iconic shape of Pocky.
These are some of the campaigns:
On November 11, 2013, Glico hired a team to launch four Pocky shaped rockets at 11:11am. The online livestream of the launch engaged an audience over 94,000.
In 2014, Glico held a “World Challenge” campaign from October 14 to November 11 to gather people’s photos of themselves with Pockys. Glico received over 16,000 photos and set a Guinness World Record for the “World’s Largest Online Photo Montage of Cookies”.
Every year, the official Pocky Twitter and Instagram ran a photo and video contest under the hashtag #ポッキーフォト(Pocky Photo) the week before Pocky Day and you could win 1,111 boxes of Pocky.
Besides photos of fans eating Pocky, the social media sites also feature all kinds of Pock-related games, such as building Pocky towers and Pocky deco.
Don’t forget to eat Pocky on Pocky Day and share this post to tell your friends about Pocky Day!
If you have 20 seconds, watch this clip, (https://www.nicovideo.jp/watch/sm19301129 ) it won the 2012 Pocky Video Contest, earning the lucky winner 110,000 yen & 111 boxes Pocky. Curious if you can get the extreme corky Asian joke.