Discover Nissin's 2019 Brazil campaign "In An Unprecedented Action," introducing the innovative Universal Flavored Noodles—color-free, flavor sachet-free

Food & Drink

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

Other Food & Drink Campaigns

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

Description

In an innovative move that challenged traditional flavor conventions, Nissin Lámen introduced the Universal Flavor, a groundbreaking campaign launched in Brazil in 2019 by NISSIN FOODS DO BRASIL in collaboration with Dentsu Brasil. This digital campaign leveraged the cultural phenomenon of Brazilian creativity with Miojo, where social media showcases an ever-evolving array of unique and personalized recipes daily. Recognizing that Brazilians treat instant noodles as a versatile canvas without fixed rules, Nissin Lámen reimagined the product by removing the usual flavor sachets and colorings, opting instead for a transparent packaging that highlights the pure noodle itself. This bold choice communicated freedom of customization and encouraged consumers to create their own flavors, effectively positioning Nissin as a brand that celebrates individuality and culinary experimentation. The campaign's messaging, conveyed in pt-PT language with a playful and confident tone, resonated strongly with the target audience by affirming that the Universal Flavor is not just a noodle, but a platform for endless possibilities in taste. Through a single compelling media asset, the campaign captured attention by emphasizing the slogan "Ora ora, achou que a gente não ia conseguir? Achou errado, hein. Temos o SABOR UNIVERSAL! 😎," highlighting the innovative spirit and cultural relevance behind the launch. Positioned in the food industry and executed primarily via digital channels, this campaign successfully differentiated Nissin Lámen from competitors, reinforcing its leadership as a brand that adapts to evolving consumer behaviors and embraces creativity at the intersection of food and social media trends.

Credits

Client

Nissin

Agency

Dentsu, Dentsu Brasil, São Paulo, Brazil

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Campaign Proposition

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