Discover Nissin's 2019 Brazil campaign "Rock in Rio - 26+1," a humorous food marketing effort celebrating Cup Noodles' 27 years with playful music and cultural

Food & Drink

To Escape the Curse, Dentsu Brasil and Cup Noodles Modifies Campaign

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To Escape the Curse, Dentsu Brasil and Cup Noodles Modifies Campaign

Description

In 2019, Nissin’s Cup Noodles® celebrated 27 years in Brazil, marking this milestone with a unique campaign coinciding with the iconic Rock in Rio festival. Developed by Dentsu Brazil, the campaign aimed to highlight the brand’s deep connection with music culture through a humorous and creatively bold approach centered on the number 27. However, the brand faced a cultural challenge: the number 27 carries a notorious stigma in the music world, often associated with the "Club of 27," a group of legendary musicians who tragically died at that age and have since become rock mythology symbols of misfortune. To steer clear of any negative connotations while maintaining the campaign’s playful spirit, Nissin and Dentsu Brazil ingeniously reworked the concept by subtly altering the number 27 to 26+1 across the campaign’s visuals and messaging. This adaptive strategy was seamlessly woven into the narrative, acknowledging social media conversations and public awareness about the superstition, thereby transforming a potential risk into a bold, engaging story of responsiveness and creativity. The campaign’s tactful redesign not only showcased Nissin’s agility and cultural sensitivity but also deepened consumer engagement by turning an ominous symbol into a clever twist, reinforcing Cup Noodles® as a brand that connects with its audience in unexpected and relatable ways. This digital media initiative stands out in the food industry for merging cultural insight, humor, and real-time feedback into a cohesive marketing effort, celebrating both the brand’s anniversary and the spirit of Rock in Rio with a fresh, memorable campaign that resonates across Brazil’s passionate music community.

Credits

Client

Nissin

Agency

Dentsu

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Campaign Proposition

In celebration of its 27 years in Brazil, Nissin’s Cup Noodles sought to reinforce its connection with the music world by aligning its campaign with the iconic Rock in Rio festival. The brand aimed to leverage humor and cultural references around the number 27—a figure deeply intertwined both with its anniversary and the legendary “Club of 27” musicians who tragically passed at that age. The campaign initially intended to highlight this numeric coincidence to create a playful, memorable narrative linking Cup Noodles with the vibrant energy of Rock in Rio and music culture. However, recognizing the superstition and negative connotations associated with the number 27 in music fandom, Nissin and Dentsu Brazil opted for a strategic pivot. To avoid any perceived “curse” or misassociation with rock legends’ early deaths, the campaign was swiftly reworked to replace direct mentions of 27 with “26 + 1,” subtly maintaining the anniversary’s essence while circumventing potential backlash. This adaptation, openly acknowledged within the campaign narrative itself, added an additional layer of humor and transparency, fostering audience engagement through an unconventional self-aware approach. The market strategy capitalizes on local cultural insights—specifically the popular myth surrounding the “Club of 27”—to resonate with a Brazilian audience passionate about rock music and its history. By embedding humor and real-time responsiveness to social media sentiment, the campaign deepened brand relevance within a competitive category. The creative angle embraces imperfection and immediacy, using the “patchwork” redesign as a storytelling device that humanizes the brand and demonstrates sensitivity to its audience’s values. This approach not only honors the brand’s heritage and milestone but also fosters a genuine connection through a shared cultural understanding and adaptability.

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