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.