Uni Noodle: House of Little Moments

This case study describes how Uni-Noodle, the Taiwan-based instant noodle brand, developed an emotional connection with young customers.

Uni Noodle: House of Little Moments

Uni-Noodle struggled with keeping its proudly basic flavour while other competitors started to create variety with loads of condiments. Existing consumers may appreciate Uni-Noodle's taste, but feel it lacks a sense of newness. The younger generations do not feel emotionally connected with Uni-Noodle. Thus, the objectives of this campaign are: 1. To increase the brand loyalty 2. To attract more youth In the focus group, consumers stated that Uni-Noodle goes well with everything. As far as they are concerned, having instant noodles is one of those sweet moments they give to themselves. So, our...

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