{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"GUTSY STRATEGY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"INNORED, SEOUL","is_link":false},{"keyword":"TITLE","content":"THE ACQUITTED RAMEN RETURNS","is_link":false},{"keyword":"BRAND","content":"SAMYANG FOODS","is_link":false},{"keyword":"ADVERTISER","content":"SAMYANG FOODS","is_link":false},{"keyword":"AGENCY","content":"INNORED, SEOUL","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"ALL INNORED CREATORS","is_link":false},{"keyword":"MEDIA AGENCY","content":"INNORED, SEOUL","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"WEPP, SEOUL","is_link":false},{"keyword":"DIRECTOR","content":"GOYO","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"MIN HAENG HEO","is_link":false},{"keyword":"FILM PRODUCER","content":"HYUNG JU SEO\/SEUL LEE","is_link":false},{"keyword":"LIGHTING","content":"JUNG HWAN HEO","is_link":false},{"keyword":"CASTING","content":"SU YANG PARK","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"SONG I YANG","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"NOOZ, SEOUL","is_link":false},{"keyword":"EDITOR","content":"YOO JEONG SHIM","is_link":false},{"keyword":"COLORIST","content":"EUN JUNG AHN","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"VIXEN, SEOUL","is_link":false},{"keyword":"CG DIRECTOR","content":"DO YOUNG KIM","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"KEATS SEOUL, SEOUL","is_link":false},{"keyword":"SOUND DESIGNER","content":"YO SEPH AHN","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Back in 1963, when Samyang Foods was one of Korea's top instant ramen, it all changed in 1989 after an incident called the \"Industrial Beef Tallow Incident,\" which lasted for 36 years. The company was later cleared of all legal charges—yet that incident left behind a deep wound that would make the brand suffer for many years to come. That has been the thrust of this campaign. It aims to tackle that long-buried scar directly, rehabilitate the reputation of the company and create some momentum for new lines in \"Samyang 1963\". In the era of AI and rampant misinformation, we discovered that consumers respond especially well to “unfiltered truth.” It was to make the brand’s painful history into the tale of “Authentic Heritage.” As our primary narrative guides, we enlisted “former employees” — those still living from the turbulent period 36 years ago. And the emotional impact of these retirees tasting the ramen and weeping over righteousness created deep empathy in consumers. And what they did here, you cannot believe what they achieved: all of the units were sold through 10 hours, one month resulted in 7 million sales, 100 million organic views, and earned media value of $10 million. Such a “triumphant justice” story wasn’t marketing—it was a historic social stigma transformed into a story of “triumphant justice.” It was also a landmark moment for the business —and for brand culture once more, restoring Samyang Foods as Korea’s flagship of steadfast honor and integrity.","is_link":false},{"keyword":"INSIGHT","content":"In 1989, Samyang Foods suddenly lost its market leadership owing to a mistaken accusation — the \"Industrial Beef Tallow Incident.\" Though the Supreme Court eventually acquitted it eight years later, \"beef tallow\" remained a severe social stigma and business taboo for 36 years. The first objective we set out to accomplish when launching the product 'Samyang 1963' did not simply focus on increasing product quality, but it also aimed to rid the brand of its name and bring back its long-lost honor. The results of the research indicated an apparent contrast in perception between global and domestic market contexts. While “beef tallow” was described as a premium, delicious ingredient in markets like the U.S., a serious perception barrier came up in Korea. For older generations (Gen X\/Boomers) it was still perceived as an “unhealthy oil” while for younger generations (Gen Z\/Millennials) it was viewed as an “obscure and unfamiliar ingredient.” In this recent post, we look at how consumers respond to the “truth” much more critically in an age of AI technology and fake news. Paradoxically, we found that the brand’s deepest injury — the Industrial Beef Tallow Incident — might be the most authentic, believable story of authenticity. It turned out that “Historical Brand Truth” over the product’s functionality was the best way to strike at different segments’ hearts and shift deeply entrenched beliefs.","is_link":false},{"keyword":"STRATEGY","content":"‘Beef tallow’ did come up as yet another perception barrier to the Korean market — a stigma among older generations as an ‘unhealthy oil’, and a lack of familiarity among younger groups. To address this point, we rejected typical product-focused marketing, leaning into a strategy based on Strategic Confrontation — uncovering the brand’s “painful history and its unfiltered truth.” To be the ultimate messengers, we took on former employees who were forced out 36 years ago due to the Industrial Beef Tallow Incident at the plant. We thought that this repressed pride and sense of injustice of people who had lived their lives to feed a hungry country would be the most fitting storyline for Samyang’s integrity. The consumer journey was mapped at every step to move from “deep empathy” to “tangible purchase.” By communicating the retirees’ raw emotions, we invited consumers to embrace the brand’s historical trauma as a common social injustice. That emotional bond grew organically into a call to arms, turning the purchase of Samyang 1963 into an act of collective \"vindicating the truth.\" This strategy was uniquely apt because it used a historical weakness as a strategic advantage in the current environment. Emotional resonance was a tactic—an almost powerful sales tool that instead put brand truth ahead of details. It served our dual purpose at once: unprecedented commercial success on one hand, and Samyang Foods’ brand-wide honor for each generation on the other.","is_link":false},{"keyword":"CREATIVITY IDEA","content":"In the era of AI and disinformation, consumers want the unfiltered truth. We felt that Samyang Foods — the victim of the 1989 Industrial Beef Tallow Incident — owned the most powerful narrative — the truth. So, with Samyang 1963, we skipped the standard marketing and asked: “The truth is back after 36 years; who deserves to experience it first?” Our answer was not celebrities but the 1,000 ex-workers forced away by false charges. They weren’t just retirees; they were the “Living Witnesses,” who had sustained the brand’s stigma through personal grief for decades. We tracked them down for a historic reunion and tasting experience. It was in the unrefined authenticity of their trembling voices and tears of justice that we felt the strongest force. Centering the brand experience of these human witnesses, we transformed a product launch into a community vindication. Samyang is a product of integrity in today’s Fake News era, and the “Experience of Truth” is the way to earn consumer trust and connect across generations, as we validated through this human-centric launch experience.","is_link":false},{"keyword":"EXECUTION","content":"We developed a three-phase plan to increase popular awareness of the return of Samyang 1963. \r\n<br>Phase 1: Igniting Truth. We introduced the ‘Retiree Reunion Film’ as our central media. Moreover, behind-the-scenes stories were posted on YouTube Shorts to dominate the algorithms and add context, thereby validating the brand’s account regarding the prior incident. \r\n<br>Phase 2: Targeted Expansion. A dual-track approach connected generations. For the older generation, a TV ad with an AI-restored take on vintage photos prompted nostalgia. For the MZ generation, star teacher and gourmet Seung-je Jeong, and 50 influencers, we also confirmed the taste. That’s what made the product a ‘must-eat’ ramen for the whole age group. \r\n<br>Phase 3: Fulfilling Experience. In Seongsu-dong — one of Seoul’s trendiest neighborhoods — we put digital hype into tangible experience. A massive out-of-home installation featured an eye-catching ‘mist effect’ mimicking rising steam. Meanwhile, a winter pop-up shop served warm ramen in tumblers, bringing in more than 1,000 visitors a day. And these consumers became ‘walking billboards’ throughout the neighborhood, animating the brand and lending new meaning to the “Experience of Truth.”","is_link":false},{"keyword":"RESULT","content":"It’s been beyond simply launching products and restoring 36 years of brand honor, breaking new ground in marketing history. Immense Virality. The campaign was immediate on social. Thanks to an impromptu influencer push, organic views exceeded 100 million, and Earned Media Value exceeded $10 million. It led national fads, with No. 2 on YouTube Korea’s snack category for 2025, Keywords of the Year. Exceptional Business Success. Through their deeds, consumers reflected their trust in the brand's integrity. It sold online within less than 10 hours and had large offline “open runs,” with a first-month record of 7 million units sold. It was the inspiration for the \"Narrative of Truth\" which had only provided the first half of those achievements. Pulling its name out of the sand after a 36-year incident, Samyang Foods was reborn as a brand of absolute genuineness. That bridged generational divides, providing nostalgia for older generations and novelty for younger ones; a strong cross-generational fan base was formed. A cup noodle sub-edition has also been announced for April, and Samyang 1963 is a lasting asset in brand management, not just an occasion.","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}