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.

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.

The book was inspired on ramen cooking instructions as right amount of water, seasoning, temperature and time. The pages feature visual representations of one of these elements, poetry or can even be used as placemats, reflecting the ramen’s infinite possibilities.

The campaign generated a lot of conversation and great results. With a U$46K 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.