TRIGGERING A MALE REVOLUTION by MEC Bogota for Blancox

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TRIGGERING A MALE REVOLUTION

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Colombia
Agency MEC Bogota
Released October 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: BRINSA
Product/Service: BLANCOX DETERGENT
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: MEC COLOMBIA, Bogotá, COLOMBIA
Marketing Manager: Annet Vargas (Brinsa)
Account Director: Lucy Lara (MEC)
New Business Manager: Luis Cataño (Ade Crea)
Media placement: Magazine - Soho - 1 November 2009

Results and Effectiveness
Our ad generated massive word of mouth and enabled Colombians to talk about their underwear washing issue. Blancox Underwear sold out in major retailers and sales of the entire Blancox range rose 51%. Brand owner Brinsa has been able negotiate improved terms for the entire Blancox portfolio.

Creative Execution

We identified Soho magazine, Colombia’s Playboy, as the perfect title for our innovation. With the second highest readership in the country, its racy, clothing free approach to life also attracted a strong female audience who account for 30% of the readership. We would create an interactive ad, complete with scent and sample – a first for the magazine – that would appeal to both men and women. Our message featured a playful female holding her underwear and asked “What do Maria’s panties smell like?”. Those who lifted up the sticker got a whiff of Blancox Underwear and on the back of the ad we provided a small sample. It was the first time a women’s product had been advertised in a men’s magazine.

Insights, Strategy & the Idea
Blancox Underwear is a new product for washing ladies’ panties. Most Colombian women wash their underwear in the shower, using the same soap they share with their partners. The men think it’s gross but are too embarrassed to protest: we had to make their partners’ panties a suitable subject for conversation. We decided to use this male revulsion as a driver for change: targeting men and getting them to tell Colombia’s women that they needed a separate soap and creating a market for Blancox Underwear. To ensure the conversation ended with a call to action: our ad would have to include a sample. We had to demonstrate we could give women sweetly scented underwear if we were to make men feel comfortable in the shower.