Maruchan, a beloved instant soup brand from Japan, has captured the hearts of Mexicans. The profound adoration for Maruchan became evident when Profeco announced its potential removal from the market, causing a frenzy as stores quickly emptied.
We all have our moments with Maruchan, whether it's indulging in a late-night snack, enjoying it during a movie, savoring it after a party, or comforting ourselves on a rainy afternoon. With such widespread love for the brand, the question arises: who loves Maruchan the most? Through extensive network surveys and meticulous research, we discovered two tribes that stand out as the brand's biggest fans.
First, there are the Estudihambres: students whose nutritional intake heavily relies on Maruchan. Then, we have the Godinez: office employees who make Maruchan a part of their daily lunch routine.
To celebrate these passionate fan bases, we launched a campaign that pitted them against each other in an epic battle.
Participants registered their Maruchan purchases and chose their allegiance to determine the ultimate Maruchan fan. Representing the Estudihambres was Esen Alva, while the renowned "Princesa Godín" embodied the Godinez tribe.
Our campaign ignited a sensation across social media platforms and throughout the streets of Mexico. It successfully connected with our devoted fans, raising brand awareness and amplifying the visibility of lesser-known members within the Maruchan family, beyond the famous "Vaso."
