CHALLENGE
- Digital promotion and advertising support of the project.
- Redefine how people think about both the product and the brand.
- Get the highest reach when promoting the collection.
ABOUT
Mareven Food Central is a leading producer and seller of instant food products, operating in Russia and abroad. YOU WANNA is a dynamic Russian fashion brand that strives to bring the latest global trends to every woman, making high fashion accessible and relatable.
SOLUTION
We recognized that Rollton, a brand that has been around for nearly 25 years, was often associated with older generations. As numerous generational studies show, younger consumers—especially Gen Z—prefer to avoid brands that don’t align with their values, identity, and beliefs. Instant noodles, often seen as an affordable yet uncool meal, were wrapped in stereotypes that made consumers hesitant to embrace them. Our task was to challenge this view and reimagine the brand in a fresh, exciting way.
KEY CAMPAIGN MOMENTS
YOU WANNA took the reins on creating an exclusive fashion collection that would challenge the status quo. Meanwhile, Marven Food Central focused their efforts on promotion and advertising. The slogan «You Wanna Rollton, I Wanna Rollton» highlighted that even the most familiar product like instant noodles could become a chic, desirable accessory.
TOOLS
In developing this project, our goal was not only to ensure the collection’s visual appeal and functional design but also to maximize awareness among key target audiences. We used a mix of marketing tools to promote the collection and maximize our reach:
EVENTS
We also hosted a special event for fashion bloggers and celebrities to celebrate the launch. Guests included Ksenia Sobchak, Alena Vodonaeva, and others. Additionally, a noodle-themed installation was set up in the Depo food mall, allowing visitors to «bathe» in noodles and take fun photos.
The campaign’s concept, «It’s about the freedom to eat what you want and wear what you like», successfully communicated that instant noodles aren’t just a quick meal—they’re a statement piece for a trendy look. The collaboration gave the brand a fresh, modern image, and the comprehensive promotional tools resulted in impressive performance metrics.
Increase in first brand mentions.
Growth in frequency of consumption.
Increase in spontaneous brand recognition.
- «Youthful» +5.7%
- «Modern» +4.1%
- «Stylish» +3.2%
- «Trendy» +2.8%
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