| 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
|
Credits
| 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 |
The Brief
Our strategy was to make use of one of the little short time slots in which modern, well-educated professionals need to cope with idle time: while cooking a meal. We found the three minutes that Bernbacher’s instant noodles need to cook the ideal timeframe to advertise new books for those who are interested in such a kind of thing. Therefore we decided to use the packaging of a quickly done meal as a promotional platform.
Campaign Success
We had to find a way to come up with a design that does not give away the added value of perceived shorter cooking time at first sight. Therefore, the text samples had to be accessible after opening the package. It had to appeal to a more sophisticated target group, which is why we decided to use high-quality paper and an overall typographic design reminiscent of classical book designs. There were no major changes or adaptations to be made from the original draft, since the idea was rather clear right from the beginning.
Describe the success of the promotion with both client and consumer including some quantifiable results
We created an innovative packaging concept for noodles of Bernbacher, found an exceptional marketing platform for books by Bastei Lübbe and doubled the delight for the consumers.
The commercial results in figures have not yet been evaluated.
Explain why the method of promotion was most relevant to the product or service
The text samples on our instant noodle packaging consist of 300 words – the amount of text an average reader reads in three minutes. Consumers who got curious about the progress of the story after reading can access the Bastei Lübbe online store by scanning a QR code on the packaging and order the corresponding book directly.