Craig Ferguson: Advertising deifies youth...and stupidity

Vodacom: Single Ladies

A new television commercial featuring dozens of ordinary South Africans dancing to Beyonce’s hit, ‘Single Ladies’, is an extension of Vodacom’s drive to illustrate that the internet is ‘maklik’.

Devised by Draftfcb Johannesburg executive creative director Grant Jacobsen and his team, the 60-second commercial broke late in June after three 15-second teaser ads flighted for a week to prime television viewers to expect another epic from the cellular network.The characters from these teaser ads – two elderly farmers, a couple of gym jocks and a construction site foreman – also feature in the new commercial.

The central character, however, is a goofy-looking, ordinary guy who goes on a whirlwind tour that starts in his bedroom and takes him to the colourful nooks and crannies of South Africa. He executes the dance routine performed by Beyonce Knowles and her troupe and gets all the ordinary South Africans he encounters along the way, including Vodacom favourites Bankole and De Pinna, to perform with him.

The ad concludes with a subtle teaser of its own suggesting that that there is more to come – the final few seconds features show biz-styled text saying ‘connect more’ and ‘live more’ as well as a West End-style logo billing ‘connect for fame’.

Advertising Agency: Draftfcb Johannesburg, South Africa

AXE 2009 TV Commercials

Instant noodle business set to double in China December 4, 2008

SHANGHAI — It is no surprise that instant noodles are big business China, given that many of the country's 1.3 billion people eat them every day.

The noodles - priced a less than a dollar and quick to prepare - are eaten with relish everywhere from offices in Shanghai to construction sites in Shenzhen.

"My husband and son love instant noodles. They eat them as breakfast and as a midnight snack, more than twice each week," said a 41-year-old woman who gave her name as Mrs. Yun, as she wandered down the instant noodle aisle in a Shanghai supermarket, confronted by dozens of brands of instant noodles.

With an estimated value of $6.6 billion, China's instant noodle business is set to double to about $13 billion by 2012, and players are scrambling for market share and brand recognition.

Colorful packaging, tie-ins with the Olympic Games in Beijing in August and new flavors and recipes, like low-fat noodles, are some of the strategies adopted by manufacturers fighting out the "noodle wars" in the aisles.

China is the world's biggest market for instant noodles. Its consumers spend about $5 per capita per year on instant noodles, according to Euromonitor International.

Instant noodle packet prices range from one yuan, or 14 cents, to five yuan, or 70 cents, for the high-end brands, which are gaining in popularity and yield high margins.

So how can noodle manufacturers get a piece of the action? Product development, advertising and distribution appear to be crucial, according to players and experts.

"The core to our business is brand management," said Alex Lo, president of Uni-President Enterprises, Taiwan's largest food conglomerate and the third largest maker of noodles for the Chinese market.

Increasing brand recognition is crucial and total advertising spending promoting instant noodles in China in 2006 amounted to $237.4 million, a 19 percent jump from the previous year, according to Nielsen.

But turning advertising and promotions into additional sales will not be an easy task. Despite the size of the market, the Chinese noodle industry is dominated by one company, Tingyi, founded in Taiwan. Its Master Kong brand commands a lofty 43.3 percent share of the market, according to CIMB-GK Securities. Its closest rival, the Japanese joint venture Nissin Hualong, has 14.2 percent, followed by Uni-President, with 10.5 percent, according to CIMB-GK.

Driven by demand from more affluent and health-conscious eaters, one of the biggest growth areas is in low-fat versions of traditional instant noodles, which are deep fried as part of the production process.

"Healthy positioning of instant noodle brands are the key factor driving consumer buying patterns in Greater China," said Michelle Huang, an analyst at Euromonitor International. "In mainland China, instant noodles manufacturers launched new variants with added nutritional value in an effort to break the traditional perception of the instant noodles as being unhealthy."

Nissin, one of the biggest noodle makers in Japan, has been promoting non-fried variants in China and at home.

Through a 2004 tie-up with Hebei Hualong F&N Industry Group, it has formed Nissin Hualong Food. Its main competitor, Tingyi, owes its success to entering the market early and building up strong brand loyalty with wide distribution.

"Tingyi has been able to garner significant market share due to its distribution network," said Renee Tai, an analyst at CIMB-GK in Hong Kong. "It's not just ads and pushing products through with promotional activities, but it's really getting the products through to customers."

Tingyi has located its manufacturing facilities close to distribution centers, which ensure it gets its products to market quickly and smoothly, Tai added.

To maintain market share and lower the impact of soaring raw material prices, Tingyi is focusing on the high-end noodles where margins are bigger, said Tai in a recent research report.

Noodles in China have a long history. Opinions differ over whether the Chinese, Italians or Arabs invented the food, but a 2005 discovery of a sealed bowl, believed to be 4,000 years old, in northwestern China could swing the debate in China's favor.

Less controversial is the instant noodle, whose origins date to 1958 when Momofuku Ando, founder of Nissin Food Products, created his now famous "Chicken Ramen" noodles to feed the masses in post-war Japan.

Offering instant noodles in a styrofoam container, in which they could be cooked by adding hot water, made the product a worldwide hit with people looking to eat on the run.

Nissin is now poised, along with other market players like Uni-President, to gain from a blitz of retail and marketing promotions leading up to the Olympic Games in Beijing.

Uni-President, a relative latecomer to the market, is one of the event's most likely beneficiaries, after being named as an official sponsor by the Beijing organizing committee in 2006.

Uni-President, whose noodle business has been making a loss, is banking on the games and the recent listing of Uni-President China Holdings in Hong Kong, to build its mainland presence. The company has volunteered to donate one yuan from each sale of instant noodles to a fund to build schools throughout China.

However, analysts say the costs involved with being an official sponsor and the additional marketing expenses could steepen losses and not necessarily translate into to increased sales.

"It will be able to create brand awareness, but will it be able to catapult them into winning market share?" said Jack Chang, an analyst at Yuanta Research Center in Taipei. "That's the biggest question."

Uni-President is also looking at local area marketing in China. It established a research team in Kunshan, near Shanghai, to develop flavors to meet local tastes - no small task considering the sheer size of the country and the diverse range of culinary styles.

FOUNDER OF INSTANT NOODLES DIES.

The inventor of instant noodles, and founder ofNissin Food Products has died at the age of 96.

Momofuku Ando was inspired to develop the world's first instant noodle product after coming across a long line of people waiting to buy fresh "ramen" noodles from a black market stall during the food shortages after World War II, according to his company bio.

His Chicken Ramen product became hugely popular in 1958, He introduced Cup Noodle in 1971. Ando opened a museum devoted to instant noodles in Osaka in 1999.

Reuters announced in his obituary that: "Providing the instant noodles in a waterproof styrofoam container that could be used to cook them using just hot water proved a stroke of marketing genius that made the product a hit with time-pressed people around the world."

An inscription at the museum reads: “In 1958, Momofuku Ando invented instant noodles here in Ikeda, and changed the food culture of the world.” With the introduction of Space Ram (space ramen) in July 2005 as a food for space flight, perhaps it can now be said that he changed the food culture of the universe.

Nisshin: Using its noodle on new packaging?

Seeking to take advantage of increased consumer interest in environmental concerns, Nisshin—one of Japan's leading instant noodle companies—last week released something completely new—cup noodle "refills."

Here's how they work. Consumers purchase a starter pack containing a reusable plastic cup and two shrink-wrapped noodle packets. From then on, they need only purchase the noodles, which come in several varieties. Simply open the refill, pop it into the cup, add boiling water and wait until the noodles are ready.

As far as the environment is concerned, this is a great idea with the potential to massively reduce packaging waste (Japanese consumers—especially the young—consume millions of servings of instant noodles each day). How well it will work in practice, however, remains to be seen.

The concept will certainly appeal to penny-pinching consumers who eat lots of instant noodles at home (these people will probably never buy the starter cup). However, countless servings are consumed at mid-day by students and young office workers who are after a cheap and convenient lunch. Few of them are going to want to go through the effort of carrying around and/or washing out a cup every time.

Nonetheless, trendy young kids and some IT types may get on board. Nisshin is clearly trying to connect with this crowd by tapping into Japan's design consciousness. In a clever touch, Nisshin has made the reusable cup with a double-wall that serves two purposes. First, it prevents the cup from becoming too hot to hold. But more important, it allows users to change designs by sliding in a label of their choosing. So far, eight types can be downloaded in PDF format from the brand's website—with more to come—and a number of consumers will certainly begin creating their own designs using the flash program available on the site. Who knows, if Nisshin is clever, they'll link this designability to consumer contests (think Doritos Superbowl commercial) that could sustain buzz that goes beyond the short term.

One thing they'll have to work on, however. The refill packs need to be rethought. Because they are vacuum-wrapped, they are inconsistent in size and shape—which makes them a nightmare for visual merchandising purposes (most existing products are very cleverly designed to stack at retail—these refills cannot be stacked—big problem!

China's surging instant noodle business sets off scramble for market share

It is no surprise that instant noodles are big business China, given that many of the country's 1.3 billion people eat them every day.

The noodles - priced a less than a dollar and quick to prepare - are eaten with relish everywhere from offices in Shanghai to construction sites in Shenzhen.

"My husband and son love instant noodles. They eat them as breakfast and as a midnight snack, more than twice each week," said a 41-year-old woman who gave her name as Mrs. Yun, as she wandered down the instant noodle aisle in a Shanghai supermarket, confronted by dozens of brands of instant noodles.

With an estimated value of $6.6 billion, China's instant noodle business is set to double to about $13 billion by 2012, and players are scrambling for market share and brand recognition.

Colorful packaging, tie-ins with the Olympic Games in Beijing in August and new flavors and recipes, like low-fat noodles, are some of the strategies adopted by manufacturers fighting out the "noodle wars" in the aisles.

China is the world's biggest market for instant noodles. Its consumers spend about $5 per capita per year on instant noodles, according to Euromonitor International.

Instant noodle packet prices range from one yuan, or 14 cents, to five yuan, or 70 cents, for the high-end brands, which are gaining in popularity and yield high margins.

So how can noodle manufacturers get a piece of the action? Product development, advertising and distribution appear to be crucial, according to players and experts.

"The core to our business is brand management," said Alex Lo, president of Uni-President Enterprises, Taiwan's largest food conglomerate and the third largest maker of noodles for the Chinese market.

Increasing brand recognition is crucial and total advertising spending promoting instant noodles in China in 2006 amounted to $237.4 million, a 19 percent jump from the previous year, according to Nielsen.

But turning advertising and promotions into additional sales will not be an easy task. Despite the size of the market, the Chinese noodle industry is dominated by one company, Tingyi, founded in Taiwan. Its Master Kong brand commands a lofty 43.3 percent share of the market, according to CIMB-GK Securities. Its closest rival, the Japanese joint venture Nissin Hualong, has 14.2 percent, followed by Uni-President, with 10.5 percent, according to CIMB-GK.

Driven by demand from more affluent and health-conscious eaters, one of the biggest growth areas is in low-fat versions of traditional instant noodles, which are deep fried as part of the production process.

"Healthy positioning of instant noodle brands are the key factor driving consumer buying patterns in Greater China," said Michelle Huang, an analyst at Euromonitor International. "In mainland China, instant noodles manufacturers launched new variants with added nutritional value in an effort to break the traditional perception of the instant noodles as being unhealthy."

Nissin, one of the biggest noodle makers in Japan, has been promoting non-fried variants in China and at home.

Through a 2004 tie-up with Hebei Hualong F&N Industry Group, it has formed Nissin Hualong Food. Its main competitor, Tingyi, owes its success to entering the market early and building up strong brand loyalty with wide distribution.

"Tingyi has been able to garner significant market share due to its distribution network," said Renee Tai, an analyst at CIMB-GK in Hong Kong. "It's not just ads and pushing products through with promotional activities, but it's really getting the products through to customers."

Tingyi has located its manufacturing facilities close to distribution centers, which ensure it gets its products to market quickly and smoothly, Tai added.

To maintain market share and lower the impact of soaring raw material prices, Tingyi is focusing on the high-end noodles where margins are bigger, said Tai in a recent research report.

Noodles in China have a long history. Opinions differ over whether the Chinese, Italians or Arabs invented the food, but a 2005 discovery of a sealed bowl, believed to be 4,000 years old, in northwestern China could swing the debate in China's favor.

Less controversial is the instant noodle, whose origins date to 1958 when Momofuku Ando, founder of Nissin Food Products, created his now famous "Chicken Ramen" noodles to feed the masses in post-war Japan.

Offering instant noodles in a styrofoam container, in which they could be cooked by adding hot water, made the product a worldwide hit with people looking to eat on the run.

Nissin is now poised, along with other market players like Uni-President, to gain from a blitz of retail and marketing promotions leading up to the Olympic Games in Beijing.

Uni-President, a relative latecomer to the market, is one of the event's most likely beneficiaries, after being named as an official sponsor by the Beijing organizing committee in 2006.

Uni-President, whose noodle business has been making a loss, is banking on the games and the recent listing of Uni-President China Holdings in Hong Kong, to build its mainland presence. The company has volunteered to donate one yuan from each sale of instant noodles to a fund to build schools throughout China.

However, analysts say the costs involved with being an official sponsor and the additional marketing expenses could steepen losses and not necessarily translate into to increased sales.

"It will be able to create brand awareness, but will it be able to catapult them into winning market share?" said Jack Chang, an analyst at Yuanta Research Center in Taipei. "That's the biggest question."

Uni-President is also looking at local area marketing in China. It established a research team in Kunshan, near Shanghai, to develop flavors to meet local tastes - no small task considering the sheer size of the country and the diverse range of culinary styles.

(Source: International Herald Tribune, 2008-2-24)

Saatchi & Saatchi Taiwan wins Master Kong instant noodles

4-Aug-09, 16:00

TAIWAN - Saatchi & Saatchi Taiwan has scooped the Master Kong instant noodle account in Taiwan after a three-way pitch against the brand's roster agencies Publicis Taiwan and Grey.

BBDO is believed to have held the account previously.

“Our initial assignment will be to help Kang Shi Fu [the brand’s Chinese name] to communicate two specific flavour offerings,” said Saatchi & Saatchi Taiwan’s account director, Skye Wong.

Master Kong’s parent company, Tingyi Holdings, is the dominant instant noodle maker in China, It is listed in Hong Kong and run mainly by Taiwanese, though it has no branch in Taiwan. Instead Tingyi is represented by Wei Chuan, the island’s oldest food company.

In Taiwan, the market share of Kang Shi Fu is a distant second to that of rival Uni-President’s brands. Uni-President owns the 7-Eleven chain, which markets its own noodle brands.

Saatchis Taiwan would not reveal which Kang Shi Fu flavours are included in the assignment. Nor would it discuss the size of the account.

Taiwan adspend for Kang Shi Fu is believed to have been NT$20 million (US$0.6 million) in 2006, most of it TV, but that sum declined by half last year.

WAI WAI NOODLES: SUMO WRESTLERS IN YOUR SOUP

noodles that won’t swell

Bizarre advertising is not limited to Japan!! Wai Wai Noodles (produced in Nepal and India) has just joined in the fun! College students subsisting on instant noodles might understand the new ad best. I can’t say I’ve had more than 3 packages of instant noodles in the past 10 years, but I’m guessing from the ad that some instant noodles become overly soggy. Wai Wai Noodles has just produced a wacky ad which compares other instant noodle brands to "swollen" sumo wrestlers. Wai Wai Noodles, which claim to never “swell,” are compared to young, slim women.

love that we get a real glimpse of instant noodle eating etiquette on the other side of the Pacific through this video! The quick video made us laugh and is likely to be remembered by US college-age consumers, precisely the generation that likes slightly strange advertising and is most likely to eat instant noodles!

Full-Scale Start of Instant Noodle Business in Poland Ajinomoto Completes Acquisition and Merger of SAMSMAK Foods Launched 4 kinds of SAMSMAK cup-typ

January 25 2005－Tokyo－Ajinomoto Co., Inc. (Ajinomoto, President & CEO: Kunio Egashira, Headquarters: Tokyo, Japan) has begun full-scale instant noodle operations in Poland.
Ajinomoto established Ajinomoto Poland Sp. z o. o. (Ajinomoto Poland; President: Yuko Takahashi; Headquarters: Warsaw, Poland) in 1999 to import and sell instant noodles. In order to build an integrated consumer food business from development and production to sales and marketing, Ajinomoto purchased instant noodle manufacturer SAMSMAK Foods Sp. z o. o. in September 2003, and merged it into Ajinomoto Poland in November 2004. Moreover, in connection with these efforts, Ajinomoto launched renewals for the Polish market of five kinds of SAMSMAK brand pillow-type noodles in November 2004 and four kinds of SAMSMAK cup-type noodles in January 2005. Ajinomoto aims to expand its market share, with a short-term sales target of 1.0 billion yen.
Poland's instant noodle market has continued to expand with the introduction of products with a European taste in addition to products with an Asian taste imported from Asia. Further annual growth of 7-8 percent is projected, and Poland is considered a major market in the region. Ajinomoto Poland plans to strengthen marketing of SAMSMAK brand products in addition to the Asian-taste YumYum brand products it already sells. Profile of Ajinomoto Poland Company name: Established: Head office address: President: Type of business: Capital: Composition of capital: Number of employees: Ajinomoto Poland Sp. z o. o October 15, 1999 Ul. Sobieskiego 104, Warsaw, Poland Yuko Takahashi Production and sale of instant noodles Approximately 1 billion yen (1 zloty = 27.5 yen) Ajinomoto Co., Inc. 100% Approximately 150 (including two dispatched from Japan)

Crowdsourcing Instant Noodle & Beverage Flavors in Japan

Cscout Japan points us to a great use of crowdsourcing to come up with new flavors for ramen noodles and fruit drinks in Japan. Recognizing the large community of ramen eaters online, the instant noodle company Acebook, has been collaborating with Japan’s largest social networking site Mixi to crowdsource new flavors and marketing slogans to go along with them. Over 4000 users voted for the following winning flavors that will be debuted in December: Collagen noodles, Milk Tantanmen, Bacon, egg, and vegetables and Ginseng Chicken.

In the beverage world, Calpis has adopted a similar strategy, crowdsourcing flavor combinations from Mixi users for their fruit Caplis series. The collaboration included not only the flavor combinations, but also the packaging design and advertising copy. The winning entry for mixed fruit was a blend of apple, pear, mandarin orange, and banana.

Both crowdsourcing activities represent great examples of how brands can find inspiration for new products, as well as make a long-lasting personal connection to consumers by engaging them in the decision-making process