Pot Noodle is the UK’s number 1 instant hot snack. It’s also one of Britain’s most iconic brands. But over the years, it had become associated with Slacker culture.

While this had worked brilliantly for previous generations, it was out of touch with today’s 18-24s. So we flipped its key brand benefit – simplicity – so that it appealed to today’s go-getters.

The platform ‘You can make it’ launched with a spot about a young lad who dreams of success in the boxing ring.The campaign trended on Twitter, achieved widespread press coverage and received a hugely positive response from the LGBT community. The ‘Ring lad’ became a proper internet celebrity. So we sent him to the O2 stadium to keep smashing gender stereotypes.

The idea easily translated across hard-working product posters, new launches and tactical activations.Altogether, this integrated platform grew brand penetration to a record 25% of households.

It increased sales to over £100M for the first time ever and put Pot Noodle back at the heart of British youth culture.