Batchelors' limited edition vindaloo-flavoured Super Noodles was
aiming to be as much a part of lad culture as page 3, fast cars and
football, so it had to adopt the toilet humour of its target
audience.
The result claimed to be the biggest integrated pub and student union
campaign ever implemented. Pub washrooms were turned into Vindaloo
"Blast Zones", complete with "emergency cooling instructions" on cubicle
doors with advice such as: "Spray affected posterior region with chilled
lager - preferably German or Austrian." Police-type tape was also stuck
onto cubicle doors with the warning: "Danger, ringburn in progress."
Other elements of the campaign included washroom posters advertising the
new "inflate-a-loo" and screaming installations from inside
cubicles.
WINNER
Title: SuperNoodles Vindaloo
Media Agency: Naked Communications
Media Director: John Harlow
Account Director/Media Planner: Pete Lien
Creative Agency: Mother
Account Director: Mother
Account Planner: Mother
Client: Batchelors
Brand/Product: SuperNoodles
Marketing Director: Richard Kingsbury
Relevant Media/Brand Manager: Roisin McCart
