POCKY STICKS HAVE BEEN JAPAN'S TOP-SELLING CHOCOLATE SNACK FOR DECADES, AND ARE PARTICULARLY POPULAR WITH KIDS AND TEENAGERS, FOR WHOM THE SOCIAL INTERACTION OF SHARING THEM WITH FRIENDS IS A KEY PART OF THEIR APPEAL. BUT SALES TO YOUNG ADULTS WERE WEAKER, AND OUR INTEGRATED CAMPAIGN WAS DEVELOPED TO ADDRESS THIS MARKET SEGMENT BY GIVING YOUNG ADULTS A WAY TO REDISCOVER THE JOY OF SHARING THEIR FAVORITE CHILDHOOD SNACK. WE DESIGNED NEW PACKAGING TO BE USED EXCLUSIVELY AT UPSCALE SHOPS AND SALES OUTLETS, TRANSFORMING AN EVERYDAY SNACK INTO A FASHIONABLE GIFT ITEM. INSTEAD OF THE PRODUCT SHOTS FEATURED ON SUPERMARKET AND CONVENIENCE STORE PACKAGING, WE EMPLOYED SIMPLE, ICONIC GRAPHICS AND A CAREFULLY SELECTED RANGE OF COLORS TO REPRESENT THE FLAVORS OFFERED. IN ADDITION, WE CREATED POSTERS, GIFT-IDEA CATALOGS, AND A SERIES OF MOVIES THAT PLAYFULLY DEPICT THE PRODUCT'S JOURNEY FROM FACTORY TO CONSUMER. WITH INTEGRATED DESIGN AND STYLISH PACKAGING AND ARTWORK, WE PROVIDED YOUNG ADULTS WITH ATTRACTIVE SUBJECT MATTER AND CREATIVE IDEAS THAT ENCOURAGED THEM TO SHARE PHOTOS OF THEIR OWN GIFTS ON SOCIAL MEDIA. AS A RESULT, WE SUCCESSFULLY OPENED UP NEW SALES CHANNELS AND SIGNIFICANTLY INCREASED SALES AND BRAND LOYALTY A PREVIOUSLY UNDERSERVED TARGET SEGMENT.