Haraku Ramen · Indonesia · 2025Experiential · Design & Packaging
One Noodle.
Haraku made a 3.5-metre noodle designed to let gamers keep playing while they ate.
- Brand
- Haraku Ramen
- Agency
- BLKJ HAVAS
- Market
- Indonesia
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Haraku needed to stand out against larger noodle brands and connect with young Indonesian consumers. Eating a conventional bowl of noodles interrupted the gaming experience.
The idea
BLKJ HAVAS developed one long, resilient noodle that could be slurped continuously. The limited product launch turned a familiar gaming inconvenience into a demonstration of the brand's understanding of its audience.
Case study source: BLKJ HAVAS Source ↗
Awards
- Spikes Asia 2026GamingGrand Prix
Credits
- Brand
- Haraku Ramen
- Social media strategy and production
- Havas Moonfolks
