Bonafont Promo, Case study STICKER by Y&R Sao Paulo

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Industry Water
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Aaron Sutton, Jorge Iervolino, Mariangela Silvani
Art Director Daniel Salles
Copywriter Laura Esteves
Account Supervisor Alessandro Cardoni
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: DANONE
Product/Service: BONAFONT
Agency: Y&R
Date of First Appearance: Mar 1 2011
Entrant Company: Y&R, São Paulo, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R)
Creative Director: Mariangela Silvani (Y&R)
Creative Director: Jorge Iervolino (Y&R)
Copywriter: Laura Esteves (Y&R)
Art Director: Daniel Salles (Y&R)
Account Supervisor: Alessandro Cardoni (Y&R)
Advertiser's Supervisor: Eduardo Gagliardi (Danone)
Account Manager: Daniela Monteiro (Y&R)
Media placement: Stickers - Bars And Restaurants - 1/03/2011

Insights, Strategy & the Idea
Brasil is yet in the early stages of bottled water consumption. To convince the consumer to pay for something he could get for free, it was necessary to add some value to the product. The solution was to place the brand as a toxin cleanser, a body purifier. The more hydrated by Bonafont, the purer your body would be.

Creative Execution
So we designed stickers to be placed on toilet bowls of highly frequented public toilets (malls, parks, stadiums, etc) where we could reach the consumer at the exact time of his body toxins level measuring, done based on the colour of his urine. The goal was to make the urine as clear as Bonafont itself, what would mean that the consumer would be hydrated on the threshold of getting rid of all impurity.

Results and Effectiveness
The work helped to position Bonafont as a toxin cleanser, separating it from its competitors and achieving the Market Share leadership position.