“Ramen” noodle shops are enjoyed by both genders, but the instant cup noodle market targets men exclusively. Why? While women are equal to men as ramen fans, they are very self-conscious about eating in a ramen shop unless accompanied by someone. Believing that untapped demand for cup noodles among women exists, we developed and sent out about 6,500 direct email advertisements in a unique format that addresses this target insight by offering the giant-size product as a solution to ramen noodle enjoyment as “long” as they like and whenever they want.