Title	INSTANT NOODLE NOVELS
Brand	JOSEF BERNBACHER & SOHN
Product/Service	IM-NU-NUDELN
Category	C01. Fast Moving Consumer Goods
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Media Agency	MEDIAPLUS Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Christoph Everke	Serviceplan	Executive Creative Director
Henrik Pfeiffer	Serviceplan	Copywriter
Basma Attalla	Serviceplan	Art Director/Graphic Design
Julia Meinetsberger	Serviceplan	Account Supervisor
Stefan Randlkofer	Freelancer	Photographer

Brief Explanation

Bastei Lübbe was searching for new ways to address their well educated target group. We found out that there is a correlation between consumers of instant lunch break meals and fans of literature. Therefore we made use of the noodle’s packaging as a platform for the publisher’s program. The timed read of the texts served as a unconventional idea to shorten the perceived cooking time of the noodles. In this way, Bastei Lübbe could underline the understanding of the target group’s needs and offer their products in an effective way in only three minutes.

Results and Effectiveness

We created an innovative packaging concept for Bernbacher noodles, found an exceptional marketing platform for books by Bastei Lübbe and doubled the delight for the consumers.

Creative Execution

We chose the noodles’ packaging as an unconventional advertising space in order to get the consumers’ attention. In a second step, our goal was to create an image that is easy to identify and recognize. Therefore, the design addresses a literate target group which is used to reading books. The packaging design is as text-driven and minimalist as a book cover with the according blurb would be to generate a recognition value. To keep up the convenient character of the overall user experience, we added the online ordering option via QR code.

Insights, Strategy and the Idea

A majority of the consumers of instant noodles are well-educated employees who spend lots of time at work. They don’t have much time for lunch breaks nor for getting information about what good books to read. Our design addresses the consumers’ wish for convenient lunch break meals that are less time consuming to make and combines it with a convenient method to inform themselves about new literature and to order it right away. The text passages serve as a starting point that renders the reader curious for more – especially since they are confronted with a book offer in unexpected places.