Indomie Noodles has rekindled fond memories by bringing back its iconic “Mama Do Good” TV ad, a commercial that first endeared itself to Nigerians 13 years ago. The latest campaign, titled “Mama Do Good (Flavour Twist),” was released in July 2024 and showcases a new generation of characters, now grown up, enjoying the brand’s expanded range of flavors.
The ad masterfully bridges the past and present, portraying the same loving, family-oriented atmosphere that made the original so beloved. While the characters have matured, their connection to Indomie remains as strong as ever. Each character in the ad is seen savoring their preferred flavor—ranging from Crayfish and Jollof to Oriental, Pepper Soup, and Onion Chicken. This not only reflects the brand’s growth but also helps consumers become aware of all the diverse flavors now available in the market.
Crafted by The Hook Creative Agency, this campaign does more than just sell noodles; it tells a story of growth, family, and the unchanging love for a brand that has been part of Nigerian households for generations. By bringing back the beloved characters and adding a contemporary twist, Indomie ensures that both old and new fans can continue to express love through the rich variety of flavors now available.
A notable change in this new ad is the language shift. Unlike the original, which featured Pidgin English and memorable lines like “Indomie good well well, Indomie sweet well well,” the updated version is presented in standard English, making it accessible to a broader audience while still retaining its Nigerian roots. The tagline, “Mama way good to us, she expresses love with flavors, she gives us Indomie,” encapsulates the warmth and affection that has always been associated with the brand.
Indomie’s “Mama Do Good (Flavour Twist)” is a testament to how brands can successfully bridge the gap between tradition and modernity, ensuring that the product remains a favorite in homes across Nigeria. As the ad so beautifully illustrates, Indomie is more than just a meal—it’s a way of expressing love, one delicious flavor at a time.
