Generate awareness among brazilian consumers.

Nissin built the first robot that cooks the perfect ramen and challenged 10 humans in a live test. As the robot failed, Nissin’s president apologized to all brazilians and told them to keep cooking their way.

Nissin discovered that 85% of brazilians don’t follow the instructions - right amount of water, seasoning, temperature and cooking time - when preparing their ramen. So the brand decided to talk directly to them in different media formats.

To show who really knows how to cook ramen, Nissin built the first robot that cooks the perfect ramen and challenged 10 humans in a live test at Oscar Niemeyer Museum, in Curitiba/BRA. As the result was not what they expected, Nissin’s president went on TV and other media formats to apologized to all brazilians, admitting that the company didn’t know how to cook the perfect ramem. To reinforce this, Nissin changed the name of the product in a promotion featuring the president one more time.

The campaign generated a lot of conversation and great results. With a U$180K media budget, the campaign had 94MM impressions, 25MM views and 400K engagement. It registered +170K reactions on social media, along with 17K comments and 32.8K shares.