Pocky vs Jack ‘N Jill Chocolate Sticks

Pocky pocky pocky! Pocky pocky pocky po-ki-ki-ki-ki! (see video here)

Pocky is a famed, classic chocolate-covered stick Japanese snack. In my “J-pop days”, I used to buy this after seeing my favorite Japanese singers or actresses endorse it in the cutest or subliminally-raunchy ways. Heck, there’s even a full song dedicated to solely Pocky (I’m sure there’s more).

We have a local “Pocky” here in the Philippines too: Jack-n-Jill’s Chocolate Sticks:

 

If I compare the two versions of the chocolate-covered stick snack based on some selling traits, you’ll see how much they reflect the cultures that produce them:

Pricing: Circa year 2000, Pocky is available but expensive here in the Philippines. The original Japanese import costed P80/box; Jack-n-Jill’s Chocolate Sticks, a similar chocolate-coated stick snack, was only around P15! Today, Pocky is manufactured in Malaysia, and costs only P30. Chocolate Sticks are sold at around P20.

Availability: In the Philippines, you’ll usually find both Pocky and Chocolate Sticks in the bigger groceries in urban areas. Pocky in the imported food aisle, Chocolate Sticks with the biscuits. In Japan, I assume that Pocky is available everywhere (see Marketing–Pocky people has got to do justice to its incredible publicity campaigns after all).

Food Presentation: Pocky’s sticks with its chocolate coating are unusually smooth, thin, and clean. I usually stare at it long and hard before I eat one because it looks so painstakingly-crafted, like incense sticks. There’s an inch space without chocolate coating for ergonomic purposes, so the chocolate won’t smudge on your fingers. The locally-made Jack-n-Jill’s Chocolate Sticks are lumpy and thick (2-3 Pocky sticks width). Completely chocolate-covered, too (means for cheaper food production).

Sounds: Both make delicious cracking sounds when you bite them. Only Pocky’s sound is crispier and fuller; Chocolate Sticks produces a mini-cacophony with its falling bread crumbs.

Packaging: Pocky retained its red box and yellow-brown food product, with its smart white typography. It’s a classic! I’m such a fan of Pocky’s packaging because of its use of “classic” packaging theory: effective use of colors to stimulate hunger, activity, “fun”, and a legible, non-trendy typeface. I buy Pocky sometimes for the sake of keeping the box.

Chocolate Sticks also has a classic packaging: they’ve got their character Jack-n-Jill pose as… Indians. I don’t know the story behind this but I think it’s cute. If you know about it, please share it to us via comment box ^_^ Chocolate Sticks uses the back portions of their box packaging as “activity” corners. We get free pop-up cardboard toys or puzzles, printed at the back of the box.

Marketing: Pocky marketing is flamboyant and somewhat extravagant. Their TV commercials always feature their current “it” girls and themes (as you’ll see from the video links at the top of the entry). They do heavy cross- and multi-media promotions, done in the quirky Japanese-pop style of advertising: LSS-worthy theme songs, concerts, building-length billboards, product placements in anime/manga/series/shows, freebies, in-show plugs, prints, prints, prints.. you name it. These accumulated marketing efforts have integrated the Pocky brand into Japanese Pop culture itself!

And there’s Chocolate Sticks still kinda relying on its mere visibility on grocery shelves. They have some promo prints in newspapers and product catalogues—but does your average Pinoy kid (assumed target buyers) read those? Only the moms, sure, because they’re the ones who do the shopping but surely we can do more to sell it to Filipinos? Their company isn’t aggressively marketing the product at all. I can compare it because I’ve seen other local companies like Oishi sell by adopting creative and target-sensitive campaigns.

 

Since we’re in the Philippines, selling either choco-sticks boils down to the Pinoy taste and the product’s affordability and availability. Pocky is not marketed here at all– rabid Japanese-pop Pinoy fans consists most of Pocky’s patrons in my observation. Chocolate Sticks are sold in sari-sari stores a decade ago– they’ve established a quiet but steady Indian-faced existence in our merienda snack shelves. I bought Chocolate Sticks as a kid and I knew of no dear Pocky in my life back then. Now that’s a major point! 

But then again, who’s keeping tabs? I hardly buy sweet snacks anymore. If I do, I buy because of the packaging. For me, if the packaging is inspirational for creative work, then I’ll choose you.

What’s your take then? Pocky or Chocolate Sticks? :P