Cannes Lions

UNIVERSAL FLAVOR / NISSIN LÁMEN

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

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Overview

Background

Nissin Lámen is in Brazil for more than 50 years. Everyday Nissin receives new recipes created and sent by their own consumers, adding to the flavor of the traditional ramen. Research shows that 85% of brazilians don’t follow the original recipe, adding whatever they want to the noodles, a behavior that Nissin has accepted and encouraged in its most recent campaigns.

Nissin wanted to generate buzz while making the point that it’s ok to combine the noodles with anything you may like.

Idea

How can we make a product that could please consumers that make up their own recipes? Simple: we came up with a truly Universal Flavor – a noodle with no flavor at all, by simply removing the seasoning sachet that comes in the regular packages. And making it crystal clear that all you’re getting is the noodles, with a transparent pack. The Universal Flavor was launched online, making people astonished that we would actually sell something like that. The product was sold for one day only in one of São Paulo’s biggest supermarkets.

This allowed us to reach two targets. The 25 to 35 years old demographic online, that consumes our product and already interacts with the brand’s content and also the shoppers, the people that are just passing by the supermarket and can buy the product right then and there.

Execution

The pack had to immediately convey that this was an Universal Flavor, a flavor that can be eaten with anything.

To do that, we took away the most common code to indicate existing flavors, the color of the package (orange means Country Chicken, Blue means Beef, for example), making it transparent and keeping only the key brand elements. Besides being unique – Nissin never had a transparent package before – it showed that the pack contained only the raw noodles as it is, with no seasoning sachet in it.

All the packs were made in the same production line used by Nissin. In order for it to be sold normally, we also alterated the instructions (that usually tells to use the condiments), nutrition information and so on.

Outcome

The universal flavor sold out in 24 hours and made a big impact for the brand on the internet with 47 MM impressions, 180K engagement and 80K organic impacts.

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2017, NISSIN FOOD PRODUCTS CO.

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