The pronunciation of the name of the product sounds the same as a popular swear word: SeaFood = Se foder (fuck you).

The coach was picked to end the stigma that players swear too much – especially by using the term “vai se foder” (fuck you). We made a joke out of it, showing that they were, in truth, just ordering SeaFood to end their hunger. Besides the video for the campaign, we also made training videos of Joel Santana teaching players how to order SeaFood.

We took advantage of the fact that the World Cup was around the corner and picked a coach who had become quite famous for his “perfect” english – the very dear Joel Santana. Often stigmatized for swearing a lot – especially using the “vai se foder/fuck you”, - we called upon the coach to end this once and for all. He showed everyone that they were actually just asking to have some Seafood to end their hunger.

When it was time to launch the new flavor of Cup Noodles in Brazil, we had a small problem. The pronunciation of the name of the product sounds the same as a popular swear word: SeaFood = Se foder (fuck you). But we weren’t intimidated by this, actually it was quite the opposite as we decided to embrace the joke.

The first campaign to use “se foder” on brazilian TV was a success with 20% sales increase, 51.7 MM impressions and more than 180k interactions.