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THE GO GETTERS TAB TV
…and the following Saturday, a week after the TV spot broke, we sent our young star Michael Moran to Greenwich, to reprise his role as the "ring boy" at the Joshua vs Cornish Commonwealth bout in front of 20,000 fans and the assembled press.Īt the same time we were running mobile and online ads encouraging our young audience to keep smashing it. Twenty-four hours after "Boxer" broke we realised that a big boxing match was planned at the O 2 arena the very next week. The 60-second version of this film broke during The X Factor on 11 September 2015 and we tied in paid support on Twitter to further amplify the story. We kicked off with the story of a young man who dreams of success in the boxing ring – but not as a boxer.
THE GO GETTERS TAB CRACK
The crack team that was assembled to launch "You can make it" included Lucky Generals (Lead creative), Mischief (PR), Mindshare (media), Hey Human (Sales promo and activation) and of course Unilever – our client. The campaign: Helping a generation make it in 2015 This simple line was literally true of the product (anyone can make it) but had a deeper meaning that was completely in tune with the zeitgeist. We set out to deliver this new positioning with the brand’s trademark humour and an irreverent, unexpected twist. (After all, if you can make a delicious hot snack in four minutes flat, then imagine what you can do in four years.) We would ‘flip’ Pot Noodle’s convenience benefit, positioning it as perfect for the busiest and most ambitious people on the planet.
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Now we understood why this new generation of go-getters used our product we could make the brand relevant to them again. And less time cooking meant more time winning. They valued Pot Noodle for the same reason the slackers had: because it was quick and easy.īut not because they were lazy. Less time cooking means more time winning. We spent time with the new generation of ambitious, motivated young people, and they told us something really interesting. This was the most ambitious generation of young people ever, and Pot Noodle’s 'slacker' image was badly out of step with their values. And they were determined to achieve success of their own. These kids had grown up watching their peers become tech billionaires (Mark Zuckerberg), self-made media moguls (Zoella) and global peace envoys (Emma Watson).
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There was now a new generation of 16- to 24-year-olds buying pot snacks, and their values were completely different. So that was the positioning the brand had occupied ever since.īut while Pot Noodle had stood for the same thing since the 90s, young people had changed. The ease and convenience of Pot Noodle made it the perfect food for this infamous lifestyle, and the brand became emblematic of it. Pot Noodle became a cultural icon in the 1990s when it was embraced by the PlayStation-loving, Men Behaving Badly-watching ‘slacker’ generation. Pot Noodle’s 'slacker' image was no longer aspirational. And Pot Noodle pushed back new pot snack competitors and regained lost market share.
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Attributes such as "is for go-getters" and "is a brand for people like me" showed significant increases, and consideration went through the roof.Īs a result, 364,000 extra households bought Pot Noodle, pushing total brand value over the £100 million mark for the first time. Tracking data shows that perceptions of Pot Noodle changed dramatically and this translated into business results. Views of Pot Noodle changed overnight, with young people citing it as a positive, motivating and even aspirational brand. The hashtag generated 29 million impressions and Pot Noodle became a trending topic as our inspirational message was retweeted and reposted by media brands and youth influencers. A huge team of agencies and clients worked collaboratively together to really land "You can make it" in youth culture and live the idea in action.Īs a result, young people completely embraced the "You can make it" idea. The word "integration" is often used to mean "matching luggage", but this was an example of an idea that led to integration through action, not just art direction. We funded entrepreneurs, fulfilled dreams and even helped get a music career off the ground. Our idea was: "Pot Noodle, you can make it." And we used it to create not only TV and digital advertising, live stunts, sampling and sales promotions, but to literally help a host of young people make it.