Renowned for it's cutesy chicken mascot Hiyoko-chan, Nissin has long been associated with wholesome, cute, and family-friendly imagery. However, when it came time to celebrate Nissin Chicken Ramen’s 60th anniversary in 2019, the brand decided to take a bold departure from its usual approach.
In a surprising move, Nissin opted to promote a new 'extra spicy' instant noodle flavor, deviating from its traditional offerings. Partnering with Dentsu Inc. Tokyo Japan, Nissin embarked on the creation of a devilishly awesome TV commercial that defied expectations and embraced the fiery nature of the new flavor.
The result was a groundbreaking TVC that stood in stark contrast to Nissin's typical messaging. Featuring captivating animation work by Geek Pictures Inc. Japan, the commercial captivated audiences with its boldness and creativity creating a masterclass example of when brand flexibility pays off.
Here's the full ad:
But Nissin didn't stop there. Leveraging the immense popularity of Hiyoko-chan and its existing social media following, the brand strategically teased the upcoming ad on its social channels, adding a touch of spice to its feed in the lead-up to the campaign's launch.
The decision to shake up its brand image and venture into uncharted territory paid off for Nissin, sparking conversations and generating buzz around its new 'extra spicy' instant noodle flavor.
What are your thoughts on this daring marketing approach by Nissin? Let us know in the comments below!
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