From shelf to screen: How Glico PH builds brand equity through cinema as a shared space

When Glico Philippines renewed its partnership with SM Cinema, it wasn’t just about getting Pocky stocked at snack bars. It was a strategic decision to place the brand at the heart of one of the last communal rituals in Filipino life: the cinema.

For Gerald Mendoza (pictured), country head of Glico Philippines, the partnership is about more than just distribution. He views it as an alignment of two market leaders - SM Cinema, which commands around 60% of nationwide cinema traffic, and Glico’s Pocky, the dominant player in the choco-enrobed biscuit category. “It’s a partnership between two leaders, and it’s a shared vision of creating joyful and memorable experiences,” he told MARKETING-INTERACTIVE in an interview.

The partnership underscores a central reality about the Philippine market: cinemas remain cultural touchpoints. SM Cinema attracts over 30 million moviegoers annually, anchoring the mall experience that Filipinos have long embraced. Unlike markets where streaming has displaced traditional theatres, “malling” endures in the Philippines as a preferred form of leisure, with cinemas serving as a vital draw.

Don't miss: Glico doubles down on cinematic snacking with SM Cinema tie-up

“At Glico, we believe that cinema represents one of the last few shared spaces where families and friends connect deeply without the distractions of screens or social media,” Mendoza explained. “It’s a good experience for family and friends to come together and connect and at the same time, enjoy Pocky.”

In other words, Pocky’s positioning as a light, shareable snack isn’t just transactional; it’s experiential. Moreover, it builds context for consumption that aligns with Glico’s bigger purpose of “healthier days, well being for life.”

From retail dominance to omnichannel depth

Since launching in 2019, Glico Philippines has successfully secured retail visibility. “We’re already strong in retail. You see our products across the typical brick and mortar stores. You have Pocky in convenience stores and supermarkets and we’re also present online in the major platforms such as TikTok, Shopee, and Lazada,” said Mendoza.

This foundation gives Glico the leverage to move into less conventional spaces. By tapping venue-based platforms such as cinemas, the brand gains another avenue to strengthen its B2B2C strategy - deepening ties with business partners while remaining firmly present in consumers’ moments of leisure.

“That’s why we intentionally partner with venue-based platforms to have our product distributed and at the same time for us to also collaborate with them and maximise the value coming from the partnerships,” Mendoza said. The culture of “malling” makes SM a powerful partner, as Glico embeds itself across the group’s multiple channels within the mall - from cinemas to supermarkets and drugstores.

What we want is for our products to be available everywhere - wherever the consumers or shoppers go.

The SM Cinema partnership illustrates this shift from availability to experience: menu board placement, countertop sampling, and even an ASMR cinema ad highlight Pocky not just as a snack, but as part of the moviegoing ritual. The deal grants Pocky exclusive placement as the biscuit brand across SM’s 78 cinemas and 180 snack bars.

The impulse-meaning spectrum

Snacks are often treated as an impulse-driven category, but Mendoza sees more depth in cinema activations. “It’s perfect inside the cinemas, especially in the dark, where you can enjoy it while watching a movie. Its easy-to-share format and light, satisfying taste make it a natural fit for those moments - whether you’re laughing, crying, or holding your breath,” he said.

Yet he’s quick to emphasise it isn’t only about spur-of-the-moment indulgence. For him, Pocky is less an impulse snack than a way to mark meaningful moments - something to be shared with friends and family while enjoying the cinema together.

The partnership has already shown strong commercial traction. “During the first year of the partnership, we achieved significant milestones in sales. Pocky helped drive purchases among SM Cinema customers, while also strengthening its brand equity,” Mendoza said.

Targeting Gen Z audiences makes the tie-up even more strategic.

If you look at the SM Cinema environment, they’re really catering now to Gen Z in a way, which is also our main target for Pocky and most of our brands.

This balance of sales and long-term equity sits at the core of Glico’s marketing approach. The partnership is seen as a way to build awareness, reach, and eventually frequency and penetration - momentum that led to its renewal for a second year, with expectations of double digit growth for the 2025–2026 season.

Beyond Pocky: From biscuits to wellness

While Pocky remains the flagship, Glico is widening its portfolio. The company plays in two main categories: biscuits - led by Pocky and supported by Pretz and Pejoy - and health and wellness, through its Almond Koka milk brand.

Nonetheless, the company always makes sure innovation aligns with health. Pocky, beyond being an enjoyable snack, is fortified with fibre, offering around 3.2 grammes per serving. Almond Koka, meanwhile, delivers 100% of the daily recommended vitamin E in a serving, with zero cholesterol and high fibre content.

From a consumer perspective, Mendoza noted that Glico’s campaigns are carefully tailored to different segments. The campaign for Pocky regular biscuits zeroes in on Gen Z, while the newly launched Pocky Crushed is positioned as a more premium option for first jobbers. Almond Koka, meanwhile, spans a broader base, appealing to consumers from their 30s to older demographics.

The partnership also reveals how Glico adapts a global brand to local behaviours. This localisation lens is shaping the Connectedness campaign launching in September, which will activate in five to ten universities during back-to-school season. “We use Pocky to connect students. It’s a routine that we usually do,” Mendoza said.

Still, the strategy is not limited to the Philippines. Venue-based marketing, from cinemas to schools to cafés, is becoming a bigger part of Glico’s regional playbook. As Mendoza put it, it’s “always looking for ways to grow and maximise exposure,” with equal emphasis on taste, experience, and health.

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