Eden Viaggi
Nissin.
The original, original.
European repositioning of the brand that invented instant noodles.
Client
Nissin
Services
concept, graphic design, shooting, art direction, storytelling
Industry
Food
01
The client
Nissin is the Japanese brand that invented instant noodles. With a legacy of innovation and deep roots in Japanese culture, Nissin brings the essence of ramen to the world, delivering an authentic taste experience in just three minutes.
In Europe, the brand is represented by its Cup Noodles and Soba products.
02
The challenge
Repositioning the brand across Europe, strengthening awareness and loyalty among Gen Z and Young Millennials in the UK, Germany, Poland, and France.
Developing a strong, flexible concept for a global, multi-channel campaign.
After an international pitch, our agency was selected as Nissin’s strategic and creative partner.
the solution
A campaign as a generational manifesto
In a crowded market, Nissin stands alone as the original instant ramen: a unique value to leverage. This led to the creation of the campaign claim: “The original, original.”
The message works on two levels: celebrating the product and connecting with its audience, united by the same attitude: originality. For Gen Z and Young Millennials, authentic living and self-expression are top priorities.
The campaign positions the brand close to its audience, highlighting informal, everyday moments of consumption. The tagline “Your true Japan moment” reinforces the connection to Japanese tradition, a key trend for Zoomers.
THE OUTPUT
A complete communication system
At the heart of the campaign is the hero video, featuring young people enjoying Nissin in their most “easy” moments: a couple in a manga store, a young man at the office, a gamer in her bedroom, and a student on a video call with a friend.
A Gen Z voiceover speaks in the first person, celebrating originality, creating a true generational manifesto.
Supporting the global, multi-channel campaign, the concept is applied across a full communication system: key visuals and messages, OOH, social content and short videos, plus materials for events and trade shows.
Iconography
Pop and vibrant visual codes
The campaign builds a colorful, pop-inspired visual world influenced by Japanese culture, without reducing it to stereotypes or clichés. It’s a statement of identity that celebrates the power of self-expression and individuality.
Testing
Validating creative choices
To optimize message effectiveness, the campaign underwent testing. Using qualitative focus groups and AI support, the new creative solutions were tested against previous campaigns with real users in the UK and Germany.
This provided deep insights into perceptions, emotions, and interpretations, validating the clarity and strength of the idea before production.