Turning our unexpectedly cool hometown into the most talked about destination brand in America.
Cup Noodles
Ramen for your real self.
Cup Noodles was getting overshadowed on social media which was eating into their market share. The brand needed a strategic reset. A fresh voice and consistent, relatable content to engage existing fans while connecting with a new set of consumers.
So we set out to shift their focus and highlight a major brand truth—Cup Noodles isn’t for your “best” self. It's for your REAL self.
Through a mix of newsworthy activations and a refined, relatable focus on social, our job is to give noodle lovers permission to indulge in their cravings with unapologetic abandon.
Fuel For Whatever
Cup Noodles Protein isn’t just another energy boost, it’s comfort food fuel. We leaned into the unique combo of physical power and soul-satisfying familiarity to showcase Cup as the go-to way to power through whatever the day throws at you.
Slurpable Thanksgiving
Thanksgiving is a universally celebrated holiday. Yet, too often, the promise of it is better than the reality of it. The top culprit? Dry-ness. Dry turkey, dry company, dry conversations. So we set out to turn the entire holiday meal into something unapologetically MOIST, ridiculously slurpable, and giving families a much needed conversation starter.
1.4M
Organic Social Impressions
4.7B
Earned Media Impressions
1M+
Video Views
$147K
Walmart Ad-attributed Sales
Do You. Eat Cup.
Everyone is optimizing something. Their mornings. Their meals. Their personalities. This campaign set out to remind us that nothing is cooler than just being yourself. Because bold flavor doesn’t need filters, perfect angles, or validation from strangers online.
