Do you love Doshirak?

It is difficult to find a person, regardless of his social status and gastronomic preferences, who does not know about Doshirak instant noodles. And all because Doshirak was the first instant product to become widely known in Russia thanks to massive advertising.

If in the 90s instant noodles were a novelty for the Russian consumer, now it is a fairly dense market, where a large number of different brands are represented. But, of course, the most famous brands and the main competitors constantly replacing each other in leadership positions are two brands: Rollton and Doshirak. The King Lion company is gradually catching up with them thanks to the new product “Kitchen without Borders”, which has presented a whole series of instant business lunches.

The popularity of these "quick" products is quite understandable: you quickly get used to such food, it is convenient, you do not need to cook for a long time, you just need to pour boiling water over it, besides, it is quite satisfying. And since Doshirak was the first to introduce "fast" food on the Russian market, he received the greatest fame, moreover, for many people the word "doshirak" has become a household word, uniting all instant noodles, regardless of the manufacturer's brand.

However, a stereotype is firmly entrenched in the minds of people that Doshirak, like any other instant noodles, is bought by people with little income, who are ready to save even on their own food, and who also do not have the time to prepare a high-quality meal for themselves. If the Kitchen Without Borders company decided to fight this stereotype by presenting a series of “quick” meals of higher quality on the market, then Doshirak focused on other aspects of his product.

At first, Doshirak very clearly grasped that often people buy such noodles not only because it is fast, but also because it is better than eating dry rations. Therefore, a commercial was created, in which the wife rushes to her husband, who is going to eat a regular sausage sandwich, shouting: "Don't eat dry food, take Doshirak!" Naturally, this helped to gain a foothold in the minds of people even more that it is better and healthier to buy noodles than to eat simple sandwiches.

With another advertising campaign, Doshirak tried to show that people buy and eat their noodles not for reasons of saving money or simply because they are lazy to cook something, but because customers just love the noodles. In 2005, a commercial was launched in which a woman calls her household to the table, a husband and son eat a doshirak, and a woman thinks: "I can cook anything for them, but they ask for Doshirak." And at the end the slogan "People love Doshirak".