In An Unprecedented Action, Nissin Lámen Creates Universal-Flavored Noodles

In 2019, Nissin Lámen, in collaboration with Dentsu Brasil, launched a campaign introducing the "Universal Flavor" instant noodles, a concept that challenged traditional flavor conventions in Brazil’s noodle market. The campaign leveraged the cultural reality that Brazilian consumers treat "Miojo" (instant noodles) as a versatile canvas, routinely customizing recipes with diverse ingredients shared widely on social media. Rather than offering a fixed flavor profile, Nissin presented a transparent packaging product with no flavoring colors or sachets, effectively positioning the noodles themselves as a blank slate. This approach underscored the brand’s proposition of adaptability and creative freedom, promising a product that empowers consumers to define their own flavor experience rather than conform to predetermined tastes. The market strategy was deeply rooted in contemporary consumer behavior and social trends. By observing the widespread informal recipe innovation among Brazilians, the campaign aligned the product with the audience’s existing habits and desire for personalization. The creative angle—introducing an unflavored, visually transparent noodle—served as a disruptive narrative that reframed the product not just as food but as an interactive ingredient. This heightened relevance was expressed through digital media, engaging an audience familiar with social sharing and experimental cooking. The campaign capitalized on local insights about communal culinary experimentation, positioning Nissin Lámen as a facilitator of individual creativity rather than just a ready-made meal. Overall, the campaign’s strategic use of cultural context and consumer insight aimed to deepen brand connection by embracing and empowering the consumer’s role as co-creator.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign most closely fits the Unique Personality Property format because it centers on an unprecedented and distinctive product innovation: "Universal Flavor" noodles with transparent packaging and no flavor sachet, symbolizing ultimate adaptability to any personalized recipe. The campaign introduction and YouTube meta description draw attention to the product’s one-of-a-kind, rules-defying identity, celebrating Brazilian consumers’ quirky habit of innovating with Miojo flavors. Rather than telling a story, presenting a testimonial, or solving a clear-cut problem, the communication spotlights this standout characteristic as central, making Nissin’s "Universal Flavor" an emblem of culinary creativity and limitless possibilities. The narrative and campaign details, therefore, align most strongly with championing the unique product property as the hero of the advertisement. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats