Glico's New Biscuit Commercial: Love Strengthens Bisco

On April 22, 2026, Ezaki Glico Co., Ltd. will unveil a new TV commercial for its long-standing biscuit brand, Bisco. Entitled "Love Strengthens Bisco", this commercial focuses on the product itself, showcasing the brand's commitment to children's well-being.

In tune with modern times, parents are increasingly conscious of their children's nutrition and health. Yet, the desire for their healthy growth remains unchanged. Bisco has always sought to cater to this need, having evolved over the past 90 years. The biscuit is enriched with lactic acid bacteria, including the newly added GCL1815, fiber, calcium, and vitamin D. It continues to adapt while maintaining its appeal as a staple food for children. The new commercial highlights these values, presenting a narrative that evokes parental love and concern for child development.

The Essence Behind the Commercial

With the tagline "Love Strengthens Bisco", Glico reflects on its enduring commitment to children’s growth. From its inception, Bisco has integrated wholesome ingredients into its formulation, including yeast in the cream to enhance its nutritional value. In 2025, Bisco introduced the GCL1815 lactic acid bacteria alongside the existing Sporo lactic acid, cementing its position as a healthful choice among parents.

Through this commercial, Glico reinforces its philosophy by visually depicting the journey of Bisco's evolution—showcasing how love for children's health has driven the product's transformation over the decades. The commercial not only emphasizes the product's strengths but also brings a warmth and tenderness that resonates with viewers. Featured in the ad is the talented artist Manami Kakudo, whose voice adds depth to the narrative, combining strength and gentleness that vividly lingers in the viewer's consciousness.

Symbolic Representation of the Two Lactic Acid Bacteria

Among the innovations displayed in the new shoot are the two kinds of lactic acid bacteria presented in a charming and symbolic way. The narrative weaves through scenes where children joyfully engage, portraying the aspirations of their health journey. The imagery culminates with a close-up of a small hand gently holding a Bisco biscuit, representing all children's potential and the hopes parents harbor for their growth and health.

Storyboard Insights

The emotional journey of this commercial is encapsulated in the vivid imagery that brings out the warmth of the crunchy biscuit and the fluffy cream. The visuals delicately portray the two types of lactic acid bacteria seamlessly integrated within the cream. Every frame is crafted carefully, building a storyline where Bisco becomes more than just a snack—it's a vessel of nutrition and love, meant to empower children's growth.

As the cookie comes to life, it dances engagingly, showing off the delicious biscuit and creamy layers, revealing a deeper narrative—Bisco is not only about taste but also embodies the belief in a healthy future. The closing scene smartly depicts the small hand holding a biscuit, like a flag waved toward the future, symbolizing hope and health for every child.

In conclusion, the new Bisco commercial isn't just about marketing a product; it encapsulates a philosophy that has guided Glico for over nine decades. With a strong emotional core and a commitment to nutrition, Glico reaffirms that the love for children's health continues to be their lifeblood, making Bisco a beloved choice for parents everywhere.

For a closer look at the latest ad, viewers can catch the full 30-second and 15-second versions on the official Glico Japan YouTube channel: 30 seconds, 15 seconds.