Since established in 1971, Uni-Noodle has preserved the goodness in its noodles with very little flavouring and led Taiwanese instant noodles market. But in recent years, competitors start to create variety with loads of condiments, being the leading brand does present its challenges. The existing consumers may appreciate Uni-Noodle’s taste, but feel it lacks a sense of newness. The younger generations do not feel emotionally connected with Uni-Noodle.
Hence, it presents our challenges as how to re-create the product value and rejuvenate the brand image.
We took the advantage of the plain flavour of Uni-Noodle to invent various creative Uni-Noodle fusion recipes based on moods. Then, we created a fictional noodle shop, the “House of Little Moments”, as the background in our story and filmed a micro movie series. The owner of the noodle shop, who is as old as the brand, makes fusion Uni-Noodle recipes that are inspired by customers’ moods.
By doing so, we were able to tell consumers that Uni-Noodle can not only be seasoned with ingredients, but also be flavoured by moods.
The micro movie series got over 8.7 million views on YouTube within 3 months. The sales increased immediately. We even opened a real “House of Little Moments” due to the positive responses.
Now, Uni-Noodle doesn’t only symbolize simple, delicious instant noodles, but has evolved into a mood-expressing food brand.