BMB launches experiential campaign for top Korean noodle brand, Nongshim

Full service creative agency BMB launched an experiential campaign, featuring sending a giant pot of Korea’s number one noodle brand, Nongshim, down the Thames in October, capturing the attention of commuters, tourists and passers-by.

Standing atop a specially adapted boat, the giant inflatable pot of SHIN Ramyun noodles set sail during peak commuter hours, travelling down the Thames from the Royal Docks to the London Eye, creating an impossible to miss spectacle in the heart of the capital.

“Designed to turn heads, this sensational idea will not only flood social feeds, but also give the press something really worth talking about,” said BMB Managing Partner, Matt Bonny.

The stunt supports the brand’s push to be known as the ultimate combat food and is part of a wider range of activities under the brand platform of SHIN ME. It positions the noodles as the best food to turn to at the end of the day.

SHIN RAMYUN is a globally renowned brand of instant ramyun produced by South Korean food company Nongshim. Famous for its premium wheat noodles and spicy, flavourful broth, it is an essential staple of Korean instant food culture. The range is identifiable by its iconic red and black packaging while the Hanja character 辛 means spicy. The range includes Shin Ramyun Black (featuring a rich, creamy broth), Shin Ramyun Red (extra spicy), Shin Light (air-dried noodles), and newer stir-fry variations like Toomba (spicy and creamy).

“We want people to turn to Nongshim noodles when they need to blast off the dust from the day and sink into a bowl of spicy happiness,” said Bonny.

“Using this kind of experiential campaign creates a stunning spectacle, helping the brand to cut through all the noise and make an unmissable impression on consumers. The giant inflatable cup of (literally) steaming SHIN Ramyun will encourage the London public to say ‘Work Done. Day Done. Shin Me’,” he said.

Source: BMB Agency

  BMB, Experiential Campaign, Nongshim, SHIN RAMYUN