Japanese noodle giant Nissan promoted its Cup Noodle product via sponsoring a high school basketball tournaments in Japan and then activating through four branded mops which were used by grounds staff to clean up sweat and moisture on the court during Winter Cup 2021.
During breaks in games, moppers appeared from all four corners of the court using inventive branded mops which had an upside-down Nissin Cup on the handle with ‘noodles, pieces of shrimp, plus meat and egg’ seemingly falling out of the brush end.
“We wanted to come up with something that would make the Winter Cup even more exciting,” says Nissin head Of Corporate Communications Haruka Aoki. “The idea to post photos on social media occurred because we noticed that the mops used in the basketball courts looked a lot like the noodles in Cup Noodle.”
“The Nissin Foods Group has supported various sports activities based on the philosophy that ‘food and sports are the wheels to drive health,’ which was advocated by the founder of Nissin, Momofuku Ando,” Aoki added.
The idea was conceived in-house and the brand’s marketing team then worked with its agency to bring the mops to life and to amplify the on-court activation across its social media platforms.
Comment
We will never look at a mop quite the same way again
How about creating smaller, household-sized versions to offer as branded products or competition prizes to make cleaning your home just a little bit more fun?
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