pop mie lapeer time transpformation

As one of the strongest cup noodle brands in Indofood’s portfolio, POP MIE has launched its latest rejuvenation campaign. To further reinforce its market leadership, we developed a campaign strategy centered on owning distinct, high-relevance consumption moments. By anchoring the brand in these specific moments, the campaign strengthens POP MIE’s “laper kepepet” territory, ensuring deeper resonance with Gen Z consumers while sustaining its leadership position within the category.

POP MIE LAPAR TIME marked the first expression of POP MIE’s rejuvenation, repositioning the brand as fresher, more youthful, and deeply connected to Gen Z culture.

The film also unveiled POP MIE’s new packaging design, signaling a refreshed visual identity while reinforcing the brand’s commitment to innovation and enhanced quality.

The Mnemonic That Marks the Evolution of Pop Mie

A catchy mnemonic inspired from 20’s cartoon style that lives across all Pop Mie’s social media channels, showcasing every exciting change in the new Pop Mie. Bold flavors, extra chewy noodles, awesome toppings, and fresh new packaging, highlighted through a fun and memorable mnemonic that sticks.

RESULT:

Pop Mie holds digital activity of #SaatnyaBerubah on 27 June - 25 July 2025 on Instagram Reels & TikTok.

The activity garners 352  submissions (KPI 350 submissions).