In an effort to widen the appeal and enjoyment of the much talked about “Slurp” campaign, we teamed up with Pot Noodle to use insight and data to respond to those people that were disgusted by the slurping sound used in the last TVC. 

By using a hyper-targeted campaign to adjust the SFX, those who may have been adverse to the sounds of slurping will be served an alternative version which is designed to satisfy based on their preferences.

Built on an insight of how people enjoy Pot Noodle, and how eating the savoury snack is not always the most dignified experience, the original spot saw a woman enjoying a Pot Noodle in the office, slurping loudly and proudly for everyone to hear. Following the launch, some viewers took to X to express their disgust for the ad – we quickly pivoted with an alternative version for them, replacing the slurping, with more bearable sound effects.
 
In the first instance, we used data to identify which people were most sensitive to the slurp, skipping just when the slurping noise started. Once this group was established, they delved further into the data, seeking out which sounds those people find personally satisfying. We explored the type of content these Sluropophobes consumed online – from saxophone tutorials to F1 highlights – they were able to determine what their niche interests were and thus, what sounds they’d respond positively to.

The team then tailored more than 50 different versions of the advert, to target those most adverse to the slurp. 

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