Masan · 2015
THE GAP
Kid-focused noodle advertising had become predictable.
Brands spoke to children.
They spoke about nutrition.
And they looked increasingly alike.
One audience was missing entirely: fathers.
THE INSIGHT
Mothers often feel fathers don’t spend enough time with their children.
That tension is real.
And universal.
If a brand could help bridge that gap, it wouldn’t just win attention — it would earn approval.
THE MOVE
Change the emotional center.
From kids and mothers to fathers with kids.
THE IDEA
Dad, Me & Kokomi.
A campaign built around moments of bonding — where Kokomi became part of shared time, not just a meal.
The idea lived beyond films and POS.
Weekend activations transformed public spaces into makeshift playgrounds — inviting dads and kids to play, compete, and connect.
Kokomi didn’t entertain children.
It brought father and kids together, and won the approval of mothers.
THE OUTCOME
The campaign broke category sameness.
• Won over the key decision-maker: mothers
• Differentiated Kokomi through emotional relevance
• Drove sales through a culturally grounded insight
Kokomi didn’t shout to kids.
It enabled a mother ’s wish.
The ‘Dad-Kids Bonding’ Campaign
Masan · 2015
THE GAP
Kid-focused noodle advertising had become predictable.
Brands spoke to children.
They spoke about nutrition.
And they looked increasingly alike.
One audience was missing entirely: fathers.
THE INSIGHT
Mothers often feel fathers don’t spend enough time with their children.
That tension is real.
And universal.
If a brand could help bridge that gap, it wouldn’t just win attention — it would earn approval.
THE MOVE
Change the emotional center.
From kids and mothers to fathers with kids.
THE IDEA
Dad, Me & Kokomi.
A campaign built around moments of bonding — where Kokomi became part of shared time, not just a meal.
The idea lived beyond films and POS.
Weekend activations transformed public spaces into makeshift playgrounds — inviting dads and kids to play, compete, and connect.
Kokomi didn’t entertain children.
It brought father and kids together, and won the approval of mothers.
THE OUTCOME
The campaign broke category sameness.
• Won over the key decision-maker: mothers
• Differentiated Kokomi through emotional relevance
• Drove sales through a culturally grounded insight
Kokomi didn’t shout to kids.
It enabled a mother’s wish.
