DENTSU BRAZIL, Sao Paulo / NISSIN FOOD PRODUCTS CO. / 2019
Based on the fact that 85% of brazilians don’t follow the instructions when preparing their ramen, Nissin built the first robot that cooks the perfect ramen and challenged 10 humans in a live test. But the robot failed, leading to the apology from the president of Nissin.
To show who really knows how to cook ramen, Nissin built the first robot that cooks the perfect ramen and challenged 10 humans in a live test. As the result was not what they expected, Nissin’s president apologized to all brazilians and admited that the company didn’t know how to cook the perfect ramem. To reinforce this, Nissin changed the name of the product in a promotion featuring the president one more time.
Nissin discovered that 85% of brazilians don’t follow the instructions - right amount of water, seasoning, temperature and cooking time - when preparing their ramen. Instead they prefer to cook it in their own way.
Since 85% of brazilians don’t follow the instructions when preparing their ramen, making a campaign that proves that they cook rámen better than Nissin with an apology from Nissin’s president himself got the consumers simpathy and attention.
The campaign generated a lot of conversation and great results. With a U$46K media budget, the campaign had 94MM impressions, 25MM views and 400K engagement. It registered +170K reactions on social media, along with 17K comments and 32.8K shares.
DENTSU INC., Tokyo
2018, NISSIN FOOD PRODUCTS CO.
FISCHER AMERICA COMUNICACAO TOTAL, Sao Paulo
2006, NISSIN FOOD PRODUCTS CO.
TOHOKUSHINSHA FILM CORPORATION, Tokyo
2002, NISSIN FOOD PRODUCTS CO.