Pot Noodle: the musical - Does exactly what it says on the pot

"Pot Noodle: the musical" is being heralded as being at "the vanguard of a revolution which could transform advertising and possibly the entertainment industry over the next few years". A big claim for a play based on the students' favourite freeze dried convenience snack.

Mother has developed the concept in its "content" department to break away from the traditional advertising "product" and PN:tm is currently playing to standing ovations on the Edinburgh fringe. The result, and I quote directly from The Times, is "a riotous hour's entertainment set in a Pot Noodle factory and very very loosely based on Hamlet".

Given that the Mamma Mia film has seen the Abba Gold album rocket back to the charts for the first time in 15 years, will this alternative approach to advertising PN see the familiar plastic pot leap off the shelves of Aldi's across the country?

Either way, we applaud the vision, and the commitment to trying new ways of advertising product to audiences. The world is changing, and brands with the courage to test new routes to market now will in our view be hugely rewarded in the longer term. Put the kettle on, it's noodle time......