Samyang, the producer of the original Korean instant ramen, was making a big statement abroad with the introduction of the very spicy Buldak noodles. With the Buldak momentum gaining more and more steam abroad, Samyang looked to boost awareness among its U.S. Gen Z audience about its new Buldak Habanero Lime flavor launch through a cohesive integrated marketing communication (IMC) package. With a distinct flavor profile, it also looked to target Hispanic audiences as well.
Our campaign sought to resonate with the preferences and cultural backgrounds of our target audience, with strategic platform selection, target audience segmentation, compelling content creation, and effective calls-to-action (CTAs).
Our campaign sought to resonate with the preferences and cultural backgrounds of our target audience, with strategic platform selection, target audience segmentation, compelling content creation, and effective calls-to-action (CTAs).
We began with a product campaign slogan that would capture the exuberant personality of Buldak while communicating the celebratory flavor profile in a concise and memorable way.
We also produced a product launch video that visually demonstrated the bold flavors of the new launch and the ease of the cooking process. We wanted to entice viewers to try it with scrumptious visuals as well as a tone that was consistent with the brand personality.y.y.
Our lifestyle direction consisted of content that complemented and paid homage to the Hispanic flavor profile that inspired the new Buldak. The graphics played up the colors of the festive package, while humorous meme-like content looked to engage our Gen Z audience.
Our carefully selected influencers specialized in creating dishes from minority cultures in the U.S., getting our target audience interested in the new Buldak and encouraging them to try inventive recipes. The covers were created to reflect the colors of the package, and stay on-brand with the rest of Samyang’s social media feed.
We also modified our campaign creatives for out-of-home advertising in the heart of Korean-American fusion cultures, Koreatown, Los Angeles. Not only did this target Korean-Americans, but the strategic placement of these ads near H Marts also urged the audience to try the noodles right away.
