Client: Pot Noodle / Unilever
Facing a shrinking market share and stiff competition, Pot Noodle needed a bold campaign to reaffirm its position as the UK's favourite instant noodle. Their audacious "SLUUURP" campaign, centred around the iconic sound of enjoying a Pot Noodle, aimed to trigger craving. However, the launch sparked unexpected disgust amongst a segment of consumers, demanding a swift and innovative solution. Through data-driven insights, Mindshare and DDB identified a correlation between negative sentiment and specific sound preferences. This led to the ingenious replacement of the divisive "SLUUURP" with a symphony of 47 tailored sounds across all media channels, each meticulously designed for specific audience segments. This agile and creative pivot resulted in a 399% surge in online conversation, a remarkable reach of 15.3 million through earned media, a significant 25% sales increase, and a powerful upswing in positive sentiment, exemplifying the power of data-driven creativity and adaptability in navigating unexpected challenges and achieving phenomenal results.
