Reply's creative agencies drive Nissin’s European repositioning

Following an international pitch, Nissin has awarded its new European communications campaign to Triplesense Reply and Threepipe Reply. The integrated project is delivered by a dedicated team uniting creativity, project management, and media strategy under a single vision – marking the start of a new growth phase for the Japanese cult brand and inventor of instant noodles.

Triplesense Reply (Italy and Germany) is responsible for the new brand positioning, designed to strengthen relevance among Gen Z and young millennials as well as to drive creative excellence and project management. Threepipe Reply leads the channel strategy, ensuring consistency and effectiveness across international markets.

The campaign will initially launch in France, the United Kingdom, and Germany, before expanding to the Polish market. The focus is on Cup Noodles and Soba, supported by an evolved brand positioning for Gen Z and young millennials. The objective is to firmly establish Nissin in Europe as an authentic Asian instant noodle brand and to build a scalable communications platform for the decades ahead.

At the heart of the campaign is a modern, emotional, and culturally relevant retelling of the story of the inventor of instant noodles. The claim “The Original, Original” translates this core idea into a clear and contemporary message.

What the three Reply agencies deliver:

• Strategy & campaign architecture: Clear positioning, messaging, and market logic for multiple European markets

• Creative platform & content system: Social- and digital-first assets that authentically combine Japanese heritage with the three-minute enjoyment experience

• Production & shoot orchestration: Planning and coordination of production, including alignment of all trades, timelines, approvals, and asset delivery workflows (without executing the shoot itself)

• Media & activation: Channel- and performance-driven activation with scalable setups tailored to market and budget

• End-to-end delivery: An integrated project and production setup enabling fast alignment and efficient rollout

The centerpiece of the campaign is the new hero film: a visual manifesto of a generation, capturing authentic everyday consumption moments – while studying, gaming, or taking short breaks at the office. Dynamic imagery, bold colors, and modern storytelling convey a lifestyle into which the brand integrates organically, establishing a fresh and distinctive visual language.

The video production was created in collaboration with Lanterna Magica under the direction of Artic Bleu. The campaign is rolled out through an integrated multichannel setup across video, out-of-home, and social media.

This first chapter of the collaboration highlights the value of a holistic approach in which strategic, creative, and operational capabilities seamlessly interlock – laying the foundation for sustainable brand development at a European level.