POT NOODLE – A BRAND WITH ATTITUDE

Pot Noodle is one of Britain’s best-known food brands.  But over the years, it had become associated with “Slacker” culture.  While this had worked brilliantly with previous generations, it was out of touch with today’s 18-24s.  So we flipped its key brand benefit – simplicity – so that it appealed to today’s go-getters.  We launched with a spot about a young lad, who dreams about success in the boxing ring.

This launch commercial became something of a cultural phenomenon and we ended up taking our boy to the 02 Arena to a real fight.  Then to cap it all, the unknown artist we’d commissioned to create the soundtrack got signed by a major record label and we ended up creating his music video – again, with a suitably Pot Noodle twist.  “You can make it!” indeed.