Source: Digitaling Recently, I read He Caitou's "A Bowl of Instant Noodles," and the deep affection foodies have for delicacies, along with the focus and reverence during eating, reminded me of Nissin's instant noodle ads. At every moment of lifting the lid, the instant noodles bloom in the broth, offering a fleeting sense of abundance. In winter, it feels like a warm embrace. This is the simplest reward: if you treat instant noodles with such care, life rewards you with such pure love. Whether at the dining table or the coffee table, in a cubicle or a private kitchen, instant noodles surge forth with all the bright and dark days they've experienced, like the most loyal warrior kneeling on one knee at the end of the steps, eyes blazing, answering your call. See, eating is a wonderful thing, and it's also a serious life event that deserves proper attention—this is what Nissin's ads strive to convey. After reading this comprehensive introduction to Nissin, you'll find that the brand's sense of fulfillment subtly excites you, and you might even feel a surge of emotion. Nissin's ads, though not the delicate tear-jerking type typical of Japanese advertising, still touch hearts and fill people with happiness, making them feel they should love life a bit more. I. I'm Instant Noodles, and I Have My Own Name and Personality Domestic consumers may be familiar with Nissin Cup Noodles (known as "Héwèidào" in China), U.F.O., and Demae Itcho. Beyond these, Nissin Foods also owns dozens of sub-brands like Raoh, Donbei, and Menzjin. For its main brands, it has established websites with distinct styles and personalities. 1. Nissin Main Site URL: https://www.nissin.com/jp/ The Nissin main site is generally neutral, with red and white as the primary colors and a simple design. The homepage emphasizes "Ready in 3 minutes!" which is Nissin's consistent unique philosophy. With jumping numbers and upbeat background music, the countdown begins! 2. Nissin History URL: https://www.nissin.com/jp/about/history/ Using slender noodles to string together a timeline, it fully presents the brand's secret history. As you scroll, steam rises from the page. 3. Nissin Style URL: https://www.nissin.com/jp/about/style/ This section introduces the brand philosophy, founder's story, and thoughts on creators, adding depth to the brand. 4. Donbei URL: http://www.donbei.jp/ A completely different style from the main site. The homepage features a traditional Japanese shop with rich Yamato atmosphere. The site also includes Donbei trivia, related games, and fortune-telling. 5. Chicken Ramen URL: http://www.chikinramen.jp/index.html Chicken Ramen aims to bring consumers the pure nostalgia of tasting exquisite ramen as a child. Moving the mouse triggers little chicks on the page, giving the overall style a playful, childlike feel. Content is divided into small sections to mimic the reading experience of children's books. "Many consumers have expectations for Nissin Foods, thinking it's a brand that does interesting things. So Nissin's brands began adding playful elements to their cold product websites, gradually becoming more dynamic and entertaining," says Tomonao Matsuo of Nissin Foods' Advertising Department. Indeed, compared to other instant noodle brands that differentiate sub-brands by ingredients or flavors in a rigid way, names like "Donbei" and "Raoh" have higher appeal, and the brand image leaps off the page. Around these personalized names, each brand has its own independent operating system, building a unique worldview. Instant noodles are not just lifeless products; Nissin treats every cup of noodles as an individual with seriousness. II. New Product Launches: Slogans Should Be Quirky and Catchy Whether healthy or not aside (but I must say, Nissin is a brand that cares deeply about health!), even self-proclaimed "foodies" probably lack the confidence to try every flavor of Nissin instant noodles. Click here to see the speed at which Nissin releases new products—on average, almost one new product per day. It's incredibly dedicated, and foodies are moved to tears! With so many new products, how do they attract consumers? Look at their launch slogans— 1. "Pasta That Italians Don't Recognize" "June 29, Whatever, We're Releasing It Anyway!" June 2015: Pasta Version of Nissin Cup Noodles This is Nissin's first pasta. Nissin staff even traveled to a village in Italy, the birthplace of pasta, and confidently asked locals to taste it and asked, "Do you think it's pasta?" Unfortunately, 86% said no, and Nissin frankly disclosed this result. Miraculously, the situation reversed: consumers were moved by this honesty and gave the pasta unprecedented anticipation and attention. 2. "For Men Who Don't Get Enough Vegetables" May 2015: Vegeta Cup Noodles This cup noodle aims to provide men who don't eat enough vegetables with one-third of their daily vegetable needs. The name Vegeta comes from the English word "vegetable," making it a perfect match to promote Nissin's rich vegetable toppings, and it also targets the anime fan demographic! In the ad, Vegeta's family of three stars, using Final Flash to cut up the toppings. Well... even cutting vegetables turns into Super Saiyan. 3. "You Can Eat Together Too~" March 2015: CUP NOODLE Light+ Click to view Digitaling's introduction to this case: http://www.digitaling.com/projects/13953.html For women, eating instant noodles alone can be a bit lonely. That's why Nissin invited actor Takumi Saito, who became famous for the drama "Hirugao," to eat noodles with women—but on the computer. III. Nissin Philosophy: Live Hot and Lively, Live a Passionate Life 1. # STAY HOT: Keep Burning! Campaign URL: http://www.cupnoodle.jp/stayhot/ Copy: What's wrong with being a little hotter? What's wrong with going overboard? Show your fiery self without hesitation. Make this world a little hotter. Nissin Cup Noodles joins the team, boiling together. Not bad, keep going! Step by step! A cold lifestyle is too wasteful. 2. # HUNGRY to WIN: Dare to Challenge the World URL: http://sports.nissin.com/manutd/jp/ As Manchester United's official global partner, Nissin launched a global campaign called "HUNGRY to WIN" last November, declaring a spirit of challenge and inspiring everyone to be their best. This also aligns with Manchester United's ambition to be the best on and off the pitch. This is the first time club players have been incorporated into a popular Japanese anime style. Copy: Don't be satisfied with the status quo. Declare war on greed. The challenge of the strongest athletes is the challenge of tirelessly charging toward the top. Nissin Group hopes to use its partnership with Manchester United to inspire the challenge spirit in people worldwide. In both food and sports, we must continuously challenge the world. HUNGRY to WIN, dare to challenge the world. Whether it's a short slogan for a product launch, a commercial, or a themed site, Nissin is committed to building a broad, positive, and unique worldview. From challenging the world to savoring details, it focuses on the simple happiness each pack of noodles brings to individuals. The instant noodles that reach your hands have their own reasons and deserve your serious attention. Digitaling (digitaling.com): An information platform integrating digital media and career recruitment. Content covers marketing, advertising, creative design, e-commerce, mobile internet, and other digital-related fields. -END- "Excerpt from the General Model of Terminal Visit and Sales" September 10, 2015 20:00--21:00 Long-press the QR code below to join the class for 9.9 yuan.