Ramen Noodles are more of a thing than a food. In fact, I would say that they go beyond food due to their unique niche in our popular culture.
With all the fan pages and micro-sites out there dedicated to food we were shocked to discover that there wasn’t one for these famous freeze-dried noodles. So we created one, seeded it with original + existing content, and are encouraging the community to share their own stories via Tumblr.
I like to think that the product itself is comparable to SPAM or caviar. Everyone seems to have an opinion about it whether they have eaten it or not. The best part is that most people have a good story or specific recipe that they follow.
This is a simplified deck that helps explain the strategy.
Here is a supercut of the characters that make up the ramen landscape. We like to think of these as the Hollywood versions of real ramen personalities.
This is our second video. Ramen carries a certain stigma with it, especially when approached from an advertising perspective. There are very few ramen advertisements and most spec work has defaulted to the cheap and poor mindset. This video is a reenactment of how this project came to be.
This project is in cahoots w/ Keith Becker.
*site is currently stagnant, but we have a relaunch in the works.