Where is the soup? – Indomie

Challenging noodle stereotypes with a little lightheartedness.

Instant noodles are commonly consumed in Cambodia. Indomie is known and favoured all across the globe. However, it is less known or consumed wrongly in Cambodia, which leads to an unfavourable perception of its taste. We realised that nearly all famous instant noodle brands in Cambodia were soup based so we went around trying to understand the consumers.

After doing interviews with different groups of people, we found out that those who didn’t like the taste actually cooked it as a noodle soup. With this new discovery, we quickly went and addressed this issue through a new TVC. We engaged a known local band to push across a lighthearted message without pointing out the consumers’ mistake of cooking and consuming Indomie.

© 2022 Marketing Solutions Asia Ltd