Product Strategy | Consumer Insight

In response to an organic movement on social media where consumers were clamoring for sweet noodle options, Nissin conducted research and developed two flavors that promised to revolutionize the palate: Chocolate and Beijinho (a coconut truffle flavor). The uniqueness was not limited to the unprecedented flavors but also to the preparation method, where milk replaced water, delivering a creamy and indulgent experience.

And with all this novelty, there was nothing better than taking the consumer on a journey of discovery, preparation, and flavor, along with the brand.

To launch this novelty, Nissin created a campaign with three commercials starring the charismatic characters Clélio and Tonho. The commercials narrated a spy plot where the characters followed clues and uncovered the secrets behind the new flavors. After a journey full of suspense and discoveries, they finally revealed the ingredients that make up the new Nissin Sweet Ramen: Chocolate and Beijinho. This launch, being one of the main events for the company in the year, was meticulously planned to generate curiosity and anticipation. The public's acceptance was immediate and significant, validating Nissin's bet on meeting its consumers' desires and reinforcing its role as an innovative brand attuned to trends.

Implementation Strategy

Insights and Approach

Introduce Brazilian consumers to an innovative way of consuming instant noodles by presenting new sweet versions of the brand's traditional ramen.

Brief Objective

Results

Despite the wide range of opinions, the launch of Nissin's sweet-flavored instant noodles has undeniably captured the attention of social media, sparking extensive conversation and engagement across platforms. This innovative approach not only broke the conventional expectations of instant noodle flavors but also positioned the brand at the forefront of product innovation discussions in 2022. The sweet miojo flavors became a significant highlight in the year's product launches, demonstrating Nissin's ability to generate buzz and engage consumers in a unique and memorable way. Through this bold move, the brand successfully turned diversity of opinion into a catalyst for visibility, making the sweet miojo one of the most talked-about product launches of the year.

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