Product Strategy | Consumer Insight

We noticed that there is an established habit of consuming raw instant noodles as a quick and uncomplicated snack in people's daily lives. This behavior was especially identified among gamers, an audience that often looks for snacks that can be consumed quickly without interrupting their gaming sessions. The insight was to capitalize on the 'tilt', a moment of frustration or rage during the game, suggesting raw instant noodles as a crunchy and satisfying option to relieve stress.

The "Intense Emotions in Gameplay" campaign captured the authentic reactions of gamer influencers Gabriela Jinki, Gabriela Cattuzzo, and Jota Façanha during a live broadcast of popular streamer Jukes, who, in a moment of tension while playing League of Legends (LoL), broke a pack of NISSIN Ramen and consumed it raw. This action sparked discussions in the online gamer community about this new way of consuming ramen: raw and ready to eat. To maximize buzz and engagement, the humorous moment was shared on entertainment platforms such as MEMES BR and Soldado Ferido Oficial, significantly expanding the campaign's reach and associating Nissin Ramen with moments of high emotional intensity in the gaming universe.

Implementation Strategy

Insights and Approach

ITo create new consumption moments for Nissin Ramen, moving away from the traditional preparation and emphasizing the product's versatility and convenience. The goal was to solidify the concept that instant noodles can be enjoyed in any situation, perfectly fitting into the fast-paced lifestyle of consumers.

Brief Objective

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