Client: Uni-Noodle (under Uni-President)
Name of campaign: 'House of little moments'
The 43-year-old noodle brand was trying to maintain its market-leading position in Taiwan as competitors started to create variety in the category. Existing consumers feel that Uni-Noodle lacks a sense of newness in its taste, while the younger generation does not feel emotionally connected with the brand. The objectives of this campaign were to recreate the product value and rejuvenate the brand image among a primary target audience of 20-to-34 year-olds.
In focus groups, consumers stated that having instant noodles is one of the nice moments they give themselves. So, ADK's strategy was adding the seasoning of "moods" to the noodles. It created a fictional noodle shop as the backdrop for the brand's micro-movie series, in which the fictional owner of the noodle shop makes fusion Uni-Noodle cuisine that are inspired by customers’ moods.