Cannes Lions

CUP PRESSO

DENTSU MCGARRYBOWEN BRASIL, Sao Paulo / NISSIN FOOD PRODUCTS CO. / 2021

Presentation Image
Case Film
Case Film

Overview

Entries

Credits

Overview

Background

Cup Noodles still has a lot to grow in Brazil, but with full potential to. The product, despite the obvious practicality of preparation (boiling water; putting it in the cup and waiting for it to cook for 3 minutes), faces price; knowledge and awareness obstacles in the country. Therefore, practicality and consumption situations are always topics to be worked on in communication. The campaign's objective was to increase awareness that would revert to penetration and sales, all packed with Nissin's creative and crazy way of campaigning.

Idea

We decided to bring the Cup Noodles machine to life. But ... it already existed. When we realized that the espresso machines worked perfectly to cook the product and that it was present in the home of several Brazilians and without much use, we decided to bet on the “gambiarra” (the ability of being resourceful and give new and unexpected utilities to ordinary things). We created a series of content to teach consumers how to hack their machines at home and be able to cook Cup Noodles in a creative and innovative way. And, in order not to have problems with the machines' original brands, we offer a series of stickers to be printed at home so that consumers can customize their machines.

Strategy

What other ways to heat water are available in the kitchen of Brazilians? In addition to the microwave and other traditional methods, is there any other possibility? With this question in mind, we return to an important characteristic of the Brazilian people: the ability to improvise with few resources to be able to solve a problem or come up with a creative solution for something already available at home, which we call Gambiarra. In that case, what kind of improvisation could we have?

We remembered the espresso machine and discovered that they were abandoned in kitchen's counters, since more than 50% of consumers have not bought coffee capsules in the previous year. Most machines could perfectly fit a cup of Cup Noodles and with some adjustments in time and amount of water, they would become a Cuppresso.

Execution

The first step of the project was to test if the machines would work perfectly for making Cup Noodles. With small changes in the time set and in the water quantity, the machines were now able to prepare the product.

To really push consumers to try the new preparation mode, tutorial videos were made to teach how to adapt every kind of machine into the Cuppresso Machine.

To push even further and make the experience even more fun, we designed stickers that could be printed at home for people to customize their own machines and also suggested painting the machines with different colors.

Outcome

Cup Noodles had an impressive growth on sales in the month of the campaign, turning it into the best sales record until that date.

The campaign videos had more than 7.4 million views.

But most important was consumers reaction on testing it and bringing a new role for their old and forgotten espresso machines. Also, it was a new way to have a snack at the workplace, where coffee machines are always available.

Similar Campaigns

12 items

1 Spikes Asia Award
NISSIN CUP NOODLE "8 in 1 Commercial"

DENTSU INC., Osaka

NISSIN CUP NOODLE "8 in 1 Commercial"

2022, NISSIN FOOD PRODUCTS CO.

(opens in a new tab)