Otoki is one of the biggest global food companies with 55 years of experience and leadership in 31 Korean food categories, including Jin Ramen as a hallmark sub-brand. Otoki makes it simple to enjoy real Korean flavors- from noodles to sesame oil and rice, OTOKi brings rich, tasty products to our kitchen.
Services
- Media Planning & Buying
- Video Production Oversight
- Creative Development
- Connections Strategy
- Media Execution & Reporting
- Creator Content
- Measurement & Analytics Strategy
- Media & Investment Strategy
- Social & Content Strategy
- Brand & Creative Strategy
Outputs
- Online Video
- Paid Media Planning
- Sweepstakes
- Product Development
Our brief was to make Jin Ramen *the* ramen of choice and increase sales by driving awareness, trial, and advocacy of Jin Ramen.
People are ALWAYS craving ramen because it’s comforting, uplifting, and satisfying- and no other brand delivers better on this craving than Jin Ramen. Plus, Jin Ramen shares a name with “Worldwide Handsome” himself, BTS’ Jin, so we wanted to leverage this secret weapon to meet our target audience. Our overarching strategy is to connect cultural and culinary occasions with the intense craving of ramen and the intense fandom of BTS’ Jin, for when all you want is Jin!
We created a love story between BTS’ Jin and Jin Ramen- a fun and unpredictable love story between a global icon and a craveable food. By leveraging the “hallyu,” aka the Korean wave in the United States, we’ve connected a classic Korean staple and K-culture. This love story is the center of an integrated global campaign for Otoki’s Jin Ramen featuring global icon, BTS’ Jin and Jin Ramen’s new packaging. The campaign includes a hero video asset featuring BTS’ Jin, several other video assets, OOH, social and influencer content, as well as a holistic media strategy to ensure our audience makes Jin Ramen their ramen of choice.
