Glico, SM Cinema extend Pocky partnership beyond Manila with Cebu celebration

Glico Philippines and SM Cinema have renewed their partnership for a third consecutive year, keeping Pocky as the exclusive biscuit brand across SM Cinema Snack Time counters nationwide.

The companies marked the latest renewal with an exclusive screening at SM City Cebu on 4 August, taking the partnership celebration outside Metro Manila for the first time.

The Cebu event also gave regional audiences an early look at Pocky’s refreshed product range and its new “Tap, Snap, Nibble” ritual. The experience is part of Pocky’s “Connect with a smile” campaign, launched in the Philippines earlier this year to mark the brand’s 60th anniversary.

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The new ritual encourages consumers to tap, snap the biscuit stick and nibble its coating, adding a playful interaction to the established Pocky snacking experience.

The refreshed range features updated packaging across Chocolate, Strawberry, Cookies & Cream, Milky Matcha, Milk Chocolate and Milk, with brighter graphics designed to give the products a more contemporary look. Pocky Chocolate has also received an improved recipe, which Glico said delivers a crispier and more chocolatey product.

“Two years alongside SM Cinema have shown us how much an afternoon at the movies still means to Filipino families and friends. Stepping into our third year, we wanted to widen that circle - and Cebu, with its warmth and its own strong sense of community, was the right place to begin,” said Gerald Mendoza, managing director, Glico Philippines.

“Connect with a smile is about the everyday gestures that bring people closer together, and there are few better settings for that than a packed-out cinema. It is how we continue to bring ‘Healthier days, wellbeing for life’ to communities across the country.”

The partnership gives Glico access to SM Cinema’s nationwide cinema network, with Pocky available at 103 SM Cinema Snack Time counters across 79 cinemas.

Cebu was selected as the location for this year’s celebration as Glico looks to engage audiences beyond Metro Manila. The city is a commercial hub for the Visayas, while SM Cinema operates 17 cinemas across 12 cities in the Visayas and Mindanao.

“At SM Cinema, our goal has always been to create experiences that bring people together. Partnerships like the one we share with Glico help elevate the moviegoing journey by adding familiar brands that enhance moments of connection and enjoyment. We are proud to continue this partnership for a third year and to celebrate this milestone in Cebu, reflecting our commitment to delivering memorable cinema experiences to audiences across the country,” said Karen Zabaljauregui, senior assistant vice president and business unit head, SM Cinema.

Pocky was introduced by Ezaki Glico in 1966 and is built around its chocolate-coated biscuit stick format, including an uncoated section designed to allow consumers to hold the product without getting chocolate on their fingers.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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