Question

There are a lot of successful marketing campaigns out there. Do a little research and discuss one that may not be as well known, but still successful (in other words, not Apple's "Think Different" or "Got Milk") and say why it was successful. This does not have to be a current campaign.

Answer 1

On going through one of the old TV commercials of Japanese advertisement of 1990’s, I came across Arnold Schwarzenegger promoting Nissin Cup Noodles product, which I thought, is entertaining. The advertisement opens with Arnold lifting and carrying a Car on his hand and walking on a road. Just in the next scene, he is seen relishing his Nissin Cup Noodles till its last bite and sipping the remaining juicy part of the noodles to enjoy it to the fullest. Then he is shown to get a perceived feeling of strength, by flaunting his muscles followed by the end scene of the sizzling Hot cup of Nissin noodles.

In terms of matching the product with the actor, though I found the match worthy considering Arnold is always known in the industry for his tremendous action moves and a great physique and the this commercial well needed to bank upon it, coupled with his popularity world-wide, especially back then, I also felt that this commercial was rather ridiculous and they could have probably shown something more realistic than making this American actor lift a car and prove his strength to the consumers, which certainly would never go down with them. Therefore, although the match was proper, there was a loop-hole in the basic promotional idea itself that would not let the consumers be convinced of the perceived strength by consuming the noodles. Had they hired Arnold for a more realistic action or strength story, then this match would have certainly made more sense to the Public. However, it is also interesting to see the way Arnold even justify his part of the commercial so well though the commercial was weird in itself. So, I think the promotional tool must have been effective only because more than the concept of this promotional advertisement, it was the American Actor, who wooed the Public to go for the Nissan Noodles as he as a craze during that period.