Cannes Lions

THE WORST CAMPAIGN / CUP NOODLE CURRY

DENTSU BRAZIL, Sao Paulo / NISSIN FOOD PRODUCTS CO. / 2020

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Overview

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Credits

Overview

Background

Cup Noodles was launching a new flavour in Brazil: Curry, one of its top selling products around the globe.

Since it's one of the best products to represent the whole Cup Noodles brand, the client expected this launch to help reconnect the brand with a younger generation.

The main goal was to use the Curry launch campaign to generate engagement with the brand and increase sales of the whole product line up.

Idea

Cup Noodles Curry was so delicious that we asked ourselves: "does it really need advertising?" So instead of creating a traditional ad campaign, we decided to let consumers do the campaign for us. But it wouldn't be fun to just go ahead and ask them.

That's why we created the worst commercial of all time. It was so bad that anyone felt they could do better. We posted the worst commercial on Cup Noodles' social networks... and people went nuts. We got a flood of comments talking about how terrible the ad was. People were shocked to see Cup Noodles, their beloved brand, posting such a bad campaign.

Then we asked people for help. All they had to do was try the new flavour and create their own commercial for the launch. The best ones would be aired on national TV, as the official launch campaign ads.

Strategy

We wanted to use the new Curry flavour to connect the whole Cup Noodles brand with a younger audience. Our approach to increase brand engagement was to create a bad campaign on purpose, post it on our social networks, and then ask consumers for help.

This was such a terrible launch campaign that anyone felt they could do better. And they did. By setting the standard so low, we were actually freeing people of criticism: anything they came up with would be better than our terrible film. That's how we encouraged everyone to engage with the Curry launch.

Execution

It turns out that creating a terrible campaign isn't so simple. We spent months getting the "terribleness" just right. The production companies also had a hard time changing their mindsets from "the best possible" to "the worst possible". But in the end, all went well and we had a truly bad campaign in our hands.

Then we posted it on Cup Noodles' social networks and waited for the backlash. In just a few moments, our followers were already shocked by the campaign and the criticism started flooding in.

We waited a couple of days and started the second phase of the campaign: we released a video asking people for help. If they could come up with better ads, we would air the best ones on national TV. And they liked the idea so much that we received tons of consumer generated content.

Outcome

1.119 consumer-created contents

93K engagements

5.8MM views

36MM impressions

+30% sales on the overall Cup Noodles monthly sales over the previous December.

It was the Best December sales result since the Cup Noodles launch in 1992!

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UNIVERSAL FLAVOR / NISSIN LÁMEN

DENTSU BRAZIL, Sao paulo

UNIVERSAL FLAVOR / NISSIN LÁMEN

2020, NISSIN FOOD PRODUCTS CO.

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