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2019 ADC Awards - Interactive

Akuma no Kimura (Demonically Spicy Ramen)

Agency DENTSU INC. / Tokyo + Nissin Foods Holdings Co., Ltd. / Tokyo + GEEK PICTURES INC. / Tokyo

Client Nissin Foods Holdings Co., Ltd.
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Annual ID

ADC_INT19043G

About the Work

As the world's first instant noodles, Chicken Ramen welcomed its 60th anniversary, but its users were growing older. That’s what precipitated the launch of a new spicy product targeting young people, Akuma Kimura, which translates to Demonically Spicy Ramen. Chicken Ramen's nationally popular mascot character, Hiyoko-chan was transformed into a demon, to carry out the “Demon Campaign". On the always cute Hiyoko-chan's account, a tweet to the effect of, “I've had enough!” “No more goody-goody” suddenly appeared. and graffiti defacing other brand's sites. As the campaign started to become a hot topic, a commercial featuring the chick transforming into a demon was released. A special site viewable only at night was made, with commentary from an occult magazine. “Demon-summoning” luncheon mat present campaign was launced. By releasing the commercial after building buzz on SNS and making news, we made it a topic for not only young people, but all generations.