The Semiotic Alliance

Pot Noodle

We took a bold line. Rather than change perceptions of the product, we pushed them to the extreme. People think Pot Noodle is cheap and nasty? They’re wrong: it’s even worse!

That was the thinking behind ‘Slag of All Snacks’ – an unforgettable concept that turned Pot Noodle’s ‘negatives’ into its biggest strength.

We reached the idea by first identifying snack values as the opposite of the wholesome meal. If the meal stood for family values, the snack was a shameful, dirty (but deeply enjoyable) one-night stand.

The repositioning has gone down in marketing history, becoming one of the most famous semiotic case studies ever recorded.

About us

The Semiotic Alliance is a unique consultancy offering analysis and inspiration for brand marketing and development.


The Semiotic Alliance 
332 Lordship Lane
London SE22 8LZ
United Kingdom
Phone +44 (0) 7779 611 656

The Semiotic Alliance is a trading name of Infallible Industries Ltd.