MIKADO
Mikado is the European marketing name for the Japanese snack food Pocky. Pocky is a very popular treat in Japan especially among teenagers. Pocky has significant presence in many Asian countries. In Europe Pocky is produced under Mondelez International and sold under the name ‘Mikado’.
Japan brought a new, unique suggestion in the snack industry, different from everything that has been produced until now. We talk about Pocky which came to take the world by storm in Europe with a different name this time. In Europe we call it Mikado. What makes Mikado unique? It’s creativity. Crispy biscuit sticks with a chocolate coating. Meanwhile, its modern packaging makes it easy for people to carry it in their bags and helps us to avoid chocolate fingerprints.
The Isobar Company, which was based on the most characteristic element of Mikado, its shape, edits the campaign. The shape of the biscuit challenge every person to reveal his personality without any limitation since the style that people eat Mikado shows their personality. And the slogan is: Mikado: Do it your way.
The commercials present different people in a different situation of their lives but they are all enjoying Mikado with their own unique way. The advertisement’s communication is based on humor and fires up the consumers’ fantasy by using smart slogans.
The reviews are pretty positive since the advertisements use humor in order to promote the special characteristics of the snack. Each ad is different and with another message.
MIKADO is the new chocolate temptation that releases your personality ...How do you eat your MIKADO? MIKADO : Do it in your own waySupervising Teachers : Betty Tsakarestou Dimitra Iordanoglou Lina Kiriakou
PRocrADstinators Team: Vickie Gatsiou Antzela Golikai Eirini Tsv Maria Hanioti Mpleona Tzaka Aristea Papadopoulou Angela Douka.
