SOUP EXPERT CAMPAIGN by TBWA\ Shanghai for President Enterprises Corp.

SOUP EXPERT CAMPAIGN

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Industry Pre-Cooked Meals & Frozen Food
Media Design & Branding
Market China
Agency TBWA\ Shanghai
Associate Creative Director Johnson Sheng
Executive Creative Director Carol Lam
Creative Director Lesley Zhou
Art Director Haoxi Lv
Illustrator Zhang Shihao, Yu Shiun Chen, He Changning, Huang Cheng
Released May 2009

Credits & Description

Category: Posters
Advertiser: PRESIDENT ENTERPRISES (CHINA) INVESTMENT
Product/Service: INSTANT NOODLE SOUP
Agency: TBWA\CHINA
Date of First Appearance: May 3 2009 12:00AM
Entrant Company: TBWA\CHINA, Shanghai , CHINA
Group Executive Creative Director: Eddie Wong (TBWA\China)
Executive Creative Director: Carol Lam (TBWA\China)
Creative Director: Lesley Zhou (TBWA\China)
Associate Creative Director: Johnson Sheng (TBWA\China)
Senior Art Director: Danny Li (TBWA\China)
Art Director: Lv Haoxi (TBWA\China)
Senior Copywriter: She Kai (TBWA\China)
Senior Copywriter: Tang Bifeng (TBWA\China)
Illustrator: He Changning
Illustrator: Chen Yu
Illustrator: Huang Cheng
Illustrator: Zhang Shihao
Media placement: Poster - Supermarket - 2009/5/3, 2009/5/3-2009/10/10
Media placement: Poster - Supermarket - 2009/5/3, 2009/5/3-2009/10/10
Media placement: Poster - Supermarket - 2009/5/3, 2009/5/3-2009/10/10
Media placement: Poster - Supermarket - 2009/5/3, 2009/5/3-2009/10/10
Media placement: Poster - Supermarket - 2009/5/3, 2009/5/3-2009/10/10

Describe the challenges and key objectives
To distinguish the new product from the clutter of the instant noodle market. To attract the consumers to buy it for a comparatively high price even in times when the over all economic environment is not very good.

Describe the brief from the client
Launch a brand new instant noodle soup whose unique selling point is the super delicious soup base that no other instant noodle soup can compare to.

Describe how you arrived at the final design
The communications of instant noodle soups are very conventional on the Chinese Market. Usually there is a beautiful picture presenting the noodle soup and fake food. So we decided to do something out of the box. We used the consumer benefit, ‘slurp the soup to the bottom’ as a starting point and developed it to the thinking of ‘out of sight, out of mind’. We've chosen various characters among today’s Chinese society and dramatised their daily stories to make a rich and engaging series. We collaborated with different illustrators to try to make this series more fun and cutting edge.

Give some indication of how successful the outcome was in the market
We don’t have clear sales figures, however, one thing is for sure everyone who starts reading the stories will stay there, read them all and smile.