WHAT MAKES IT WORK
C O V E R
The key to drawing consumers out from within their barriers is to create SCENARIOS that move the target. In this way the consumers take interest and actively seek out for information, and before they know it they are fans of the brand enjoying an active brand experience leading to a purchase.
S T O R Y PUTTING CROSS SWITCH INTO PLAY: Real Cases Nissin Food Products Ltd: CUP NOODLES ‘FREEDOM PROJECT’ PRODUCT PLACEMENT In 2006, Nissin, which sells a staggering 25 billion packs of noodles a year, had something special to do to celebrate Cup Noodles’ 35th Anniversary. Hence, the Freedom Project where Nissin tried to position the humble Cup as a symbol of freedom, since the pour-and-eat meal had "brought about a worldwide revolution in food culture."
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JANUARY 2013