I've also worked on a case.

It was a local instant noodle brand. Encroached upon by the market of the "Five Grains Dojo", they also had to make changes.

But consumers have been educated by the market for so many years, and they have not paid as much for the concept of "non-fried" as they did at the beginning.

And with the sudden rise of quick-frozen food and the emergence of various negative reports on instant noodles, this category seems to be gradually entering the twilight.

However, this local brand has to buck the trend, not only importing advanced assembly lines from abroad to produce real "non-fried" pastries, but also selecting ingredients such as king oyster mushrooms, bamboo sunflowers, and chicken fir to blend a light taste that is more suitable for consumers who yearn for health.

The average price of instant noodles in the market is 2.5 yuan a pack, and the suggested retail price here is 10 yuan a pack.

As a result, this new non-fried product was defined by the brand director as "the high-end of instant noodles", allowing the advertising agency to think of strategies and ideas along this market positioning.

But can noodle eaters really treat a 10-yuan pack of instant noodles as a high-end product?

I think the vast majority of people will give a negative answer.

No, not only in the negative, but I guess everyone will choose to defect to the brand because of such a price, right?

What's more, it's still this rather strange taste.

But when you get such a product and such a brief, what you can do is how to self-consistent this seemingly unreasonable logic.

So I put forward this idea to the customer at that time: what is high-end?

Is it an outrageously high selling price?

Or is it an over-limited shipment?

Or is it the hand of a master?

Or is it an extremely scarce raw material?

Or is it a brand story with a long history?

Or are you coveted by celebrities?

I think maybe there's another possibility for the high-end.

That's the ideological high-end.

Suppose you were given a 5-minute break, what would you do?

Whether you're smoking a cigarette, watching a short video, playing a mobile game, or just hanging out for a while.

But you can also use these 5 minutes to read a book.

High-end is not what you can consume, but how far you can get away from low-level tastes.

Those things or characters that are really high-end are precisely self-endowed or endowed with some kind of noble thought.

You see, if Duchamp hadn't given the idea of "what is art?", then "The Fountain" would have been a urinal, right?

You see, if there is no noble and free thinking, Tao Qian, who farms, is just a failed official who does not seek progress.

This bag of noodles also cannot enter the high-end market with ingredients and prices, but it can prove its high-end by thinking unwillingly ordinary.

So I proposed to write some interesting ideas or philosophical speculations on the packaging, so that consumers can calm down and think about what life is going on while eating noodles.

Using the discussions between the SNS camp and Tieba forums, which were just emerging at the time, KOLs led consumers to collect instant noodle packaging with different texts and flavors.

The positioning in the market is "this is a thoughtful instant noodle".

Unfortunately, in the end, the client ridiculed me for this proposal.

In the end, the customer decided to return to the "healthy" aspect of "non-fried", so that everyone thought that this instant noodles was a product that could give "health", so it led to the brand image of "high-end instant noodles".

Finally, after this product was introduced to the market, it was no longer possible to describe its failure as "dismal sales".

Because at the same time, Nissin launched an instant noodle called "Rawang", which has a rich noodle soup base and strong noodles.

Rawang won the market with the simplest and most effective weapon - taste!

To make food and drinks in FMCG, you blow the concept out of the sky, what's the use of not being delicious?

Halu nodded and asked me, "Then should we accept Shengya's shortcomings and find its core competitiveness in essence?" ”

I affirmed her answer.