Martin
Yan Noodle Series
Trading up Chinese consumers
Using the power of a celebrity chef to create a premium instant noodle range
CHALLENGE
Instant noodles are a staple meal and snack for Chinese consumers. Seemingly endless choices are available in great numbers and across multiple channels. Would consumers pay one-half kwei more for a brand that promised a more premium offering?
SOLUTION
Consumers believe that the quality of a bowl of noodles is largely determined by the quality of the soup. And the market was flooded with noodle bowls, bags and buckets that were remarkably similar in appearance and appetite appeal. With celebrity chef Martin Yan (“Yan Can Cook”) on board, we recommended that the premium extension to the Tongyi 100 series feature Mr. Yan prominently to powerfully support the premium proposition: best ingredients, best recipe, best taste. High-quality photography created as much prestige for the meal as for the chef. In addition, a new bowl shape that brings to mind a traditional Chinese cooking pot contributes to the overall impact.
WHAT WE DID
Visual Brand Audit Brand Positioning Brand Identity Bowl Structural Design Packaging Graphics Graphics & Structural Integration
Consistent, powerful branding cross multiple formats (bag shown).
Tongyi 100 Instant Noodle line – the foundation from which we built the premium line extension.
China’s first premium bowl of noodles.