Cup Noodles
Heating things up on TikTok and in major US Cities with the #PaperCupConfessions campaign
The objective
Launching a historic packaging update and capturing nationwide attention
In 2024, Nissin Foods USA premiered a new paper cup design replacing the familiar polystyrene cup in use since the brand’s US introduction in 1973. Unlike the previous packaging, the new paper cup is microwaveable for even more convenience. The “Paper Cup Confessions” campaign—developed by creative agency of record High Wide & Handsome—grabbed awareness and generated impressions with a set of creative executions inspired by the consumer insight that many fans had been microwaving their Cup Noodles all along.
The solution
Driving awareness with Out of Phone advertising
Fueled by the power of TikTok's Out of Phone (OOP) solution, Cup Noodles launched a one-week campaign using 20 TikTok OOP digital billboards across Los Angeles, Chicago, Philadelphia and New York City, including prime placement in iconic Times Square. The brand also leveraged TopFeed, Pulse and In-Feed Ads for supportive media leading up to the campaign launch.
Strategically placed QR codes invited consumers to share their own UGC “confessions” while driving traffic to Cup Noodles’ TikTok page. Amplifying the messaging beyond mobile screens to reach even more noodle-loving consumers, the brand tapped into TikTok’s OOP solution—maximizing awareness in an engaging and unexpected way.
The results
Piping hot results
Cup Noodles' out-of-phone campaign was huge success, resulting in 19.9 million impressions (5.5 million more than initial projections) at a CPM of $17.61 (25.2% below projections).
To help measure the impact of the campaign, Cup Noodles ran a TikTok Brand Lift Study, which revealed a 4.7% lift in Purchase Intent and a 10.4% increase in Ad Recall.