Nissin - ARTIOJO

Nissin Lamen, a.k.a. Miojo, is a 58 year-old brand that created the category in Brazil. By selling instant noodles as an easy, quick and tasty meal, with time, it became a brand that is synonymous with the category.
After many years of sales success, in 2023 sales were in decline. 

From the 90’s onwards, competitors began to flood the market. The Miojo brand stuck to the formula that had made it successful from the beginning. The issue became that their formula was easily copied.

Miojo had traditionally targeted moms. Every new entrant to the category followed suit. But almost without us noticing, our audience had changed. The volume of consumption was comingfrom a totally different target audience.

In recent years, millennials have become the biggest and most important segment of our audience. 

Our brief(challenge) was to rebuild and enhance the relationship with the millennials, and increase sales again.