Pot Noodle: Lost the Pot

Thomas Claridge, Rae Stones, Rachel Hatton

Pot Noodle, an instant noodle brand, released an improved Pot Noodle product and made a public apology to UK fans for its previously failed product launch to increase market share and incremental turnover value and prove success, securing additional listings in other retailers.

Campaign details

Brand: Pot Noodle Brand owner: Unilever Entrant company: Oliver/U-StudioIdea creation: USTUDIO London Market: United Kingdom Sector: Convenience, readymade Media channels: Packaging & design, Online displayBudget: Up to 500k

Executive summary

This case study is a story about the power of eating humble pie.

In 2020/21, our first attempt to enter into the block noodle category was a failure. Because the product tasted rubbish. We’d alienated Pot Noodle fans who’d given us a shot and lost a lot of goodwill with...

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