The brand has tied up with trendsetting French accessory designer Marie Seguy in a redemption programme that enables consumers to buy Seguy's limited edition shoes, T-shirts and bracelets at preferential prices.
The campaign, created by Hakuhodo, marks the second phase of an overall repositioning - which began in January this year, when Cup Noodles enlisted pop sensation the Twins as celebrity spokespersons.
"From our past experience, we have not had any positioning," said Twiggy Poon, general manager of sales and marketing at parent company Nissin Foods.
"Over 10 years, there has been no change. Now we have started to modify the product to make it more premium."
Hakuhodo account head Edward Ho pointed out that the tie-up would communicate a more trendy image to the brand's core 18 to 24 year-old market.
"Our core objective is to bring excitement to our consumers, so we have chosen a special brand which is niche and premium."
The campaign has included a roadshow - featuring catwalk models and celebrities - to exhibit Seguy's product range, along with public relations and print advertising.
"Consumers are becoming more and more demanding," added Ho.
Poon confirmed that sales have grown by over 60 per cent since the repositioning began. Cup Noodles currently holds over 60 per cent of the instant noodle market.
