Rock in Rio is one of the biggest rock festivals in the world, and many brands take advantage of this event to reach even more audiences. Cup Noodles also wanted to create a stronger engagement with them, but in a different way due to its smaller budget.

We found out that Cup Noodles had been in the market for 27years. (Launched in 1992)

Our idea was to celebrate its 27th anniversary connecting with the biggest mythology in the Rock music world; the 27club. A group of big-name musicians who died at the age of 27.

We knew that music fans would react to this cursed number, so we prepared a solution for them.

We created a 100% digital campaign focused on young people connected to the world of rock in Brazil. We created a movie calling people to celebrate 27 years of Cup Noodles at Rock In Rio. Then, we sent it to some digital influencers who started talking about the 27-year-old curse: Great rock legends died at 27. So, to avoid the curse and cheat death, Cup Noodles “had to change the whole campaign from one day to the next”, and the solution was: change the number 27 years to 26 + 1 years.

First, we launched a special 27th birthday package and invited the audience to meet him at Rock in Rio. As expected, rock fans responded by warning us about the curse of 27 years of rock: the urban legend that says that great rock stars like Kurt Cobain, Amy Winehouse, Janis Joplin, Jim Morrison and Jimmy Hendrix died at 27. The reaction was already expected, but we already had an answer: a new commercial to avoid the curse. To mask the number 27, we made an art by pasting the (26 + 1) as if everything had been done in a hurry. At the brand's stand, the public participated in several actions: every 26 + 1 minute our character Cup Man played the guitar. The entire stand was set and the commemorative was the biggest success at the festival.

The campaign was a success, with more than 5,000 comments in just 5 days, 54 million impressions, 420,000 reactions and doubled sales compared to the previous Rock in Rio in which the brand participated.