Spicy Crab Attack Campaign Cup Noodles
The master brand is confronted with huge challenge due to competition in its category. In order to spice up the brand totally, we came up with a creative idea with strong stimuli - “Spicy Crab Attack”. Instead of directly conveying the deliciousness of new products, the TV commercial takes a more fictional and movie-like approach. The fight amongst fierce crabs, Twins and Merlion on a beach surprisingly creates the two new Singaporean flavour Cup Noodles. By spicing up the market and our audience, we regained the brand’s master voice.