VANTAGE: KETCHUP STAIN PACKET

CHALLENGE

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.

THE IDEA

Because tomato sauce is the leading culprit of stains in Brazilian households, a ketchup packet was developed in the form of a stain and then distributed in snack bars and restaurants. The goal was to remind people that a new stain might appear at any time.

RESULT

The campaign appealed to people and aroused curiosity. In Sao Paulo 100,000 packets were distributed in just three days, and none were left over. People wanted to take the packets home as small keepsakes.

Advertising Agency: DPZ Propaganda, São Paulo, Brazil

Creative Directors: Francesc Petit, Fernando Rodrigues, Diego Zaragoza, Rafael Urenha, Marcello Barcelos

Art Director: Cícero Souza

Copywriter: Beth Bylaardt

Illustrator: XX

Photographer: Leandro Vianna

Published: April 2011