Cup Person Dances Inside a Microwave in New Cup Noodles Ad

Nissin's world-famous Cup Noodles made the eco-friendly decision and switched from polystyrene cups to microwavable paper cups — and it's celebrating the move with a gigantic 3D Times Square billboard. 

The centerpiece of the noodle brand's latest campaign is the introduction of Cup Person, a dancing soup character designed to entertain and inform consumers about the new microwave-friendly cup.

Thanks to the new @OrigCupNoodles Paper Cup, #CupNoodles is now microwavable #PaperCupNoodles#Adpic.twitter.com/cDAZGqasbp

— seth (@dudewithsign) March 22, 2024

"Our founder had a saying: Be meticulous and bold," Nissan Foods CEO Brian Huff shared. "It doesn’t get bolder than being on a billboard in Times Square."

The 102×180-foot ad located at the corner of 1540 Broadway at 45th Street also incorporates certain elements of pop culture that might be familiar to Japanese audiences.

Cup Person's electrifying performance draws inspiration from the Mighty Morphin Power Rangers, which also originated in Japan.

Why Weird Works

Nissin's advertising approach reflects a broader trend in the industry, where brands seek unconventional methods to stand out amidst the advertising clutter.

Allen Adamson, managing partner of brand and marketing agency Metaforce, also expressed thoughts on the unusual spot:

"It’s so bizarre and so off the wall compared to the other advertisers," he shared.

"If they had just put the cup of soup there with Now Microwavable,' it would be instantly forgettable. But a bizarre little guy running around inside a microwave is so ridiculous that people are going to look up. They’re going to remember that."

Nissin's new campaign comes at a time when the global consumption of instant noodles is on the rise. 

The World Instant Noodles Association reports that worldwide noodle consumption increased from 4.5 billion servings in 2018 to 5.1 billion in 2022, with Nissin U.S. at the forefront of the domestic market.

However, these numbers don't come as a surprise.

"It’s a value — affordable and approachable [...] It’s convenient, and it’s a meal," Huff explained.