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Creating a new persona for an old brand: Case study of the Uni-President instant noodle
Journal of Cultural Marketing Strategy,
3
(2),
184-191
(2019)
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
The full article is available to subscribers to the journal.
Author's Biography
Hong-Chi Shiau is a professor/chair in the Department of Communications Management at Shih-Hsin University, Taiwan. He has a particular interest in how processes of global consumerism intersect with identity issues such as gender, class and ethnicity. His study strives to understand how individuals form their identities through their media use and how transcultural communication flows have helped engender new collectivities. He has taught and conducted research in the USA, Japan, China, Hong Kong and the UK.
Hsiang-Wen Hsiao is a professor in the Department of Public Relations and Advertising at Shih-Hsin University, Taiwan, where she also chairs the Office of Research and Development. She has helped evaluate and design a number of health promotion campaigns for the Taiwanese government since she started her teaching career. She has also been a strategic communications consultant for the private sector. Her research interests focus on advertising, health promotion and strategic communications in the digital environment.
