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

Hong-Chi Shiau and Hsiang-Wen Hsiao

Journal of Cultural Marketing Strategy, 2019, vol. 3, issue 2, 184-191

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.

Keywords: storytelling; narrative marketing; microfilm (micro-cinema); instant noodle; Japanese; Taiwan; ethnic food; rebranding (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2019:v:3:i:2:p:184-191

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