Pot Noodle - Sorry for Slurping

We unintentionally made people feel disgusted creating a sales spike with Pot Noodle

Using audience data to widen the appeal of the much-talked about and disruptive ‘Slurp’ campaign​

Pot Noodle is the UK's leading instant noodle brand, but we were losing share to Asian noodle brands who were successfully enticing the British public with authentic flavours from the home continent of noodles. In a category exploding with new and exciting options, we needed to reignite love for the original British noodle and return to share growth.

To prove that ‘Nothing Satisfies Like Pot Noodle’, we made the sloppy, slurpy sounds of satisfaction the star of our campaign. But when the nation recoiled (and sent us a deluge of death threats), we realised we needed to pivot quickly.​

In an effort to widen the appeal and enjoyment of the much talked about 'slurp' campaign, we issued a formal apology and used data on audience interests to deliver hyper-targeted versions of our advert, replacing the offending slurp with 47 bespoke sounds we knew they would find much more satisfying.

To prove that ‘Nothing Satisfies Like Pot Noodle’, we made the sloppy, slurpy sounds of satisfaction the star of our campaign. But when the nation recoiled (and sent us a deluge of death threats), we realised we needed to pivot quickly.​

In an effort to widen the appeal and enjoyment of the much talked about 'slurp' campaign, we issued a formal apology and used data on audience interests to deliver hyper-targeted versions of our advert, replacing the offending slurp with 47 bespoke sounds we knew they would find much more satisfying.