Cup Noodles onesie, anyone? Instant ramen brand gets quirky e-commerce site

The gaming community inspired Nissin Foods to create an e-commerce site for its Cup Noodles and Top Ramen brands.

TOKYO: Cup Noodles enthusiasts are in luck this Halloween season. The instant ramen brand will be available as a costume for humans and dogs via an e-commerce site that Cup Noodles and Top Ramen parent Nissin Foods is launching on Thursday.

The U.S.-focused e-commerce portal will have other limited-edition merchandise for noodle lovers, including Cup Noodles and Top Ramen tees, a Cup Noodles baby onesie, Cup Noodles and Top Ramen hats, a Top Ramen pillow, and a Cup Noodles mug. The site is launching just in time for National Noodle Day, which will take place on Saturday.

Nissin Foods VP of marketing Leslie Mohr said that the gaming community inspired the e-commerce site. The company regularly sponsors and hands out samples at video-game conferences and conventions, with staffers wearing branded uniforms. In August, Cup Noodles representatives were at the Evolution Championship Series, also known as Evo, a fighting game tournament.

"We had created a few t-shirts and hats for gaming events we attended," she said. "People wanted to buy the shirts right off our backs. That’s where we realized consumers not only love Cup Noodles, but they also love the brand Cup Noodles."

Nissin has held giveaways with branded swag on social media in response to consumer sentiment, and the response to those has been "overwhelming," said Mohr, driving the company to the realization that it should create a e-commerce platform for fans.

She added that Cup Noodles and Top Ramen are lifestyle brands in the U.S.; consumers have a "fondness" for them and the roles noodles have played in their lives, said Mohr.

"[The noodles have] gotten them through college and gotten them started at their first job," she said. "Cup Noodles and Top Ramen have always been there for them. We are excited to let them celebrate our brand by showcasing them in some really great apparel we are going to start selling."

With the ecommerce site, Nissin is targeting the gaming community, which is made up of a "young, vibrant audience that tends to be a little more male-skewed," said Mohr. More generally, the target demographic is 18- to 34-year-olds.

Nissin PR AOR Ketchum is helping with the e-commerce site launch.

"We have been inspired by other lifestyle brands that have already been doing this and having a lot of fun with this," said Mohr. "Taco Bell and KFC have done a really nice job."

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