The Challenge
Maruchan needed to launch Yakisoba in Mexico not just as a new product, but as a new kind of craving.
The opportunity was to introduce something that felt unmistakably Japanese, while making it instantly relatable for local audiences and daily routines. Public coverage described the launch as an integrated campaign built around the concept
“Akí y Ahora Yakisoba – El delicioso toque japonés que te faltaba.”
Film:
Client: Maruchan Agency: Archer Troy Creative Director: Mariana Romero
Creative VP: Carlos Oxte Production: Gato Animation Studio: Detonante Films / Mike Macklean
The Idea
Akí y Ahora Yakisoba introduced the product as an immediate answer to that need:
fast, satisfying, and loaded with attitude.
The campaign brought a deliberately kitsch, high-energy, distinctly Japanese aesthetic into the Mexican market — embracing the bizarre, colorful, overstimulated charm that makes Japanese advertising so iconic, and translating it into a launch that felt unexpected, memorable, and impossible to ignore.
