The months of January and February are historically the least favorable in terms of sales performance for the brand. In these months of 2019, Nissin would launch another promotional pack (buy 5, take 6) to try to expand its market share. This is a standard initiative of the brand to generate extra sales and increase market share (volume).

Before starting the promotional campaign, we wanted to ignite a conversation.

The client found out that 85% of Brazilian consumers don’t follow the instructions to prepare Nissin Ramen. The consumers believed their “own way” is the best.

We created an exhibition doing a “competition” between a Robot vs. Human. The project was to put consumers to cook Nissin Lámen in their own way, against a robot which cooks the “Perfect Ramen” as its written in the instructions. And unexpectedly the Consumers won!

So, Nissin countered with even more unexpected message.

Nissin admitted the defeat and the President apologized on TV / Newspaper and Social media. And this triggered another huge conversation.

And Finally, Nissin did the most unexpected of all things. The president created a promotional package signed by himself and changed the product name to Nissin LamenTA, which means “Nissin Apologies”.

Instead of doing just another promotional pack on the shelves, we generated a huge conversation together, which lead to a great result.

While the category/competitors bet on recipes to inspire people to buy more, this campaign provoked the consumers, and we received more than 10K recipes from the consumers without even asking.

What was supposed to be just another promotional package became a sales record and the best result of the last 12 months.

Sources:

Market data: Nielsen Retail, Nielsen Scantrack and Nissin internal data.