The challenge
Pot Noodle’s association with 1990s ‘Slacker’ culture had always made it the choice of the lazy and the indolent, but today’s 16-24 year-olds no longer identified with that lifestyle. They were driven, ambitious and determined to succeed. Pot Noodle was becoming a cultural pariah and as a result, its sales and market share were dropping. Something radical had to be done.
The response
We spent time with Pot Noodle’s young audience and realised they still valued its speed and ease, but not because they were lazy, because they were busy. So we flipped Pot Noodle’s convenience benefit on its head and humorously positioned it as the choice of go-getters chasing their dreams.
The idea
Pot Noodle. You Can Make It. And between September and December 2015 we used it to completely re-launch the brand.
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