Pot Noodle swallows its words

Agency adam&eveDDB has re-issued its recent Pot Noodle campaign after some viewers turned to social media to express how the slurping sounds resulted in more gagging than glee. 

The aurally superior new iteration, produced by Anonymous Content, with post from Coffee & TV and Wave Studios, is still titled Nothing Satisfies Like Pot Noodle, but the dreaded moist noodle-slap noises have been replaced with new auditory delights, such as a baby squawking, a cat miaowing and a random "num, num" gobble. 

To arrive at the preferred sounds, the team used data to identify which people were most sensitive to the slurp (they were 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. By exploring the type of content these Slurpophobes 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.