Cup Noodles Warm Up Your Life

In a presentation we prepared in order to pitch a brand reset for this iconic instant lunch, we started with the question: What is the real difference between Coca Cola and Nissin Cup Noodles?

Production: Ransom Ltd.
Creative Director: Parker Fitzgerald
Strategy: Travis Gillett
Photography: James Fitzgerald
Illustration: Shiela Laufer

Our take: it all comes down to engaging a sense of nostalgia and belonging. Both foods are ubiquitous. Both boast great design. Both are guilty-pleasure junk food—but Coca Cola is in a class of its own when it comes to connecting with consumers' emotions.

Traditionally Nissin has more luck with younger audiences—kids, students, gamers—but tend to struggle maintaining customers as they age out of their college years.

Nissin also has trouble differentiating their products from their primary competitor Maruchan. We knew we could help expand their base with a new brand look and feel—one that focused much more on lifestyle. This new and vibrant brand language would help Nissin easily distinguish themselves from the competition and work to create brand loyalty even as customers aged.

Cup Noodles: Warm Up Your Life.