David Blecken
Jul 3, 2017

Nissin trumpets white mystery meat for its anniversary

More amusement from everyone's favourite noodle brand.

Nissin is a noodle that loves an excuse to celebrate, and to mark the 35th anniversary of its ‘Chilitomato’ product, it has produced a video about its mystery meat.

We hear you scratching your heads. Well, the noodles now come with a new kind of mystery meat, you see. Dentsu, which created the work along with music producer Yasutaka Nakata, assures us that the noodles’ mystery meat already had many fans. But this renewed, white mystery meat is even better.

In a play on Japan’s Good Design Award, Dentsu says the white cubes of meat are based on the concept of ‘New Good Design’. As the cubes bounce energetically up and down, diagrams helpfully point out their attributes, like ‘top of meat’ and ‘side of meat’.

Campaign’s view: At a time when people claim to want to know exactly what’s in everything they eat, making mystery meat a product’s key selling point is an interesting proposition. But we are confident that people will trust Nissin and slurp it up. We like the tongue-in-cheek humour combined with strong visuals and sound. While the look and feel may be different to Nissin’s most famous work, the tone is the same. All in all, this is more evidence that it’s a brand that really understands branding.
 

Source:
Campaign Japan

Related Articles

Just Published

13 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

13 hours ago

OpenAI inks multi-year content deal with News Corp

The five-year agreement comes as Microsoft, OpenAI, and Google face intense scrutiny over training AI models on copyrighted content usage without consent.

14 hours ago

Agency Report Card 2023: Initiative

Losing long-term client Carlsberg is a blow for the agency, and Initiative has tried to mitigate the losses with solid employee initiatives.

14 hours ago

Global indie media rankings: PMG and Cossette lead ...

Big single wins for Australia's Nunn Media and Howatson+Co helped them place 3rd and 11th respectively.