Vantage Promo, Case study KETCHUP-STAIN PACKET by DPZ Sao Paulo

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Brazil
Agency DPZ Sao Paulo
Executive Creative Director Diego Zaragoza, Fernando Rodrigues
Creative Director Rafael Urenha, Marcello Barcelos
Art Director Cícero Souza
Copywriter Beth Bylaardt
Producer Marcos Moura, Sérgio Freitas
Photographer Leandro Vianna
Account Supervisor Rodrigo Picolo
Released April 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: BOMBRIL
Product/Service: STAIN REMOVER
Agency: DPZ
Date of First Appearance: Apr 10 2011
Entrant Company: DPZ, Sao Paulo, BRAZIL
Chief Creative Officer: Francesc Petit (DPZ)
Executive Creative Director: Fernando Rodrigues (DPZ)
Executive Creative Director: Diego Zaragoza (DPZ)
Creative Director: Rafael Urenha (DPZ)
Creative Director: Marcello Barcelos (DPZ)
Copywriter: Beth Bylaardt (DPZ)
Art Director: Cícero Souza (DPZ)
Producer: Sérgio Freitas (DPZ)
Producer: Marcos Moura (DPZ)
Account Manager: Maria Pestana (DPZ)
Account Supervisor: Rodrigo Picolo (DPZ)
Art Buyer: Sophie D.Lanes (DPZ)
Art Buyer: Márcia Granja (DPZ)
Photographer: Leandro Vianna (DPZ)
Media placement: Gift - Arpege Bar - 03/15/2011
Media placement: Gift - Vaca Veia Bar - 03/15/2011
Media placement: Gift - Haus Café Restaurant - 03/15/2011

Insights, Strategy & the Idea
Vantage is a stain remover that competes directly with the category leader in Brazil. Given this scenario, attracting customer attention required a departure from the commonplace and the development of an action that would complement the product's standard campaign. Considering that tomato ketchup stains are very common, there seemed nothing better than to advertise Vantage on ketchup sachets, which are very commonly consumed in bakeries, snack bars, restaurants and food delivery services.

Creative Execution
Handling these ketchup sachets often causes small mishaps. The ketchup can leak, and spill onto things around it, like people's hands and sometimes their clothes. This made them the perfect media for our product. But to make the initiative even more unique and engaging, and to minimise the chances of consumers not paying attention to the Vantage advertisement on the sachets, we created a unique and exclusive format that made a direct link between their use and our product: a sachet in the format of a stain, which was distributed around the most popular eateries in the city.

Results and Effectiveness
The campaign appealed to people and aroused curiosity. In São Paulo 200,000 packets were distributed in just three days, and none were left over. People wanted to take the packets home as small keepsakes.