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NISSIN LÁMEN
THE APOLOGY
RAN IN:
CLIENT
Nissin
Ana Fossati, Marketing
Yosuke Kawai, Marketing
AGENCY
dentsumcgarrybowen (Brazil) *Lead Agency
Filipe Cuvero, Creative VP
Kojiro Tanoue, Executive Creative Director
Bruno Panico, General Business Director
Priscilla Ceruti, General Strategy Director
SUMMARY
It was supposed to be just another promotional pack on the shelves.
But it wasn’t. While the category keeps talking about recipes, Nissin found out that Brazilians cook ramen their own way.
Instead of running a recipe campaign, we dare to apologize to Brazilians for the impositions on how to make the perfect ramen, bringing Nissin’s president to the media and crowning the campaign with a promotional package entitled “Nissin LamenTA” (Nissin “Apologies” in Portuguese). It became a sales record and the best result of the year.
CASE VIDEO
Type: Business to Consumer
Language: English
