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Creating a new persona for an old brand: Case study of the Uni-President instant noodle

Author

Listed:
  • Shiau, Hong-Chi
  • Hsiao, Hsiang-Wen

Abstract

This case study analyses the marketing campaign employed by Uni-President to address the declining sales of its instant noodles among its target market of millennials in the greater Chinese market. In response to the crisis, the company created a new persona for the brand, supported by a ‘microfilm’ marketing campaign. The 11-episode online campaign provided a narrative to engage customers, going viral in Taiwan and elevating the instant noodle into fine cuisine. This case study discusses both the successes and the drawbacks related to this campaign.

Suggested Citation

  • Shiau, Hong-Chi & Hsiao, Hsiang-Wen, 2019. "Creating a new persona for an old brand: Case study of the Uni-President instant noodle," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 3(2), pages 184-191, January.
    • Handle: RePEc:aza:jcms00:y:2019:v:3:i:2:p:184-191
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    More about this item

    Keywords

    storytelling; narrative marketing; microfilm (micro-cinema); instant noodle; Japanese; Taiwan; ethnic food; rebranding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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