DDL&Co: DDL&Co

Credits & Description:

Brand DDL&CO
Entrant HAVAS BUENOS AIRES
HAVAS BUENOS AIRES Buenos Aires, Argentina Entrant Company
HAVAS BUENOS AIRES Buenos Aires, Argentina Idea Creation
Marcelo Waintraub Havas HOY General Creative Director
Juan Martín Lodola Havas HOY Creative director
Maximiliano Samaruga Havas HOY Creative director
Marcelo Kelez Havas HOY Producer
María Galli Havas HOY Account executive
Pablo Ezequiel Pisa Havas HOY Disigner
Ivan Vaccaro Mufilms Director
Santa Lemos Mufilms Director
Agostina Gonzales Mufilms Director Assistant
Juan Curcio Mufilms Producer
Daniel Octavo Mufilms Art director
Laura Morales Rodríguez Mufilms Art director
Guido Rutenberg Mufilms General Production
Lucas Guardia Mufilms Photos and Camara
Federico Wiske Mufilms Editor
Jaqueline Eckerdt Mufilms Coordinator
Roberto Zambrino Mufilms Color grading
Lemon Drop Mufilms Animator
Pablo Biondi Mufilms Animator
Natalia Hartkopf Havas HOY Account director
Paula Lopez Havas HOY Strategy
Julia Kaiser Havas HOY Strategy
Ernest Riba Havas HOY Managing Director
Martin Pietragalla Havas HOY Head of strategy
Published: June 2018
Synopsis:
Argentina has two different 100 pesos bills: one portraying a man (Julio Roca), the other portraying a woman. This last one is the only bill featuring a woman in Argentina’s history. And not any woman: Evita Perón, someone who’s remembered for fighting inequality between sexes. As Women’s Day was approaching, we came up with the idea of raising awareness about the gender pay gap by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, meaning while Roca’s bills were worth 100 pesos, Evita’s bills were worth 127. This way customers who bought DDL&Co’s products could fee, in a tangible way, the injustice of gender pay gap.
Synopsis
DDL&Co sells dulce de leche (a sweet preparation similar to caramel) and all kinds of sweets made with dulce de leche under the tagline “argentine flavors”. They are proud to be a small company with a big vision. And this is why they wanted their first advertising campaign to tackle a big and relevant issue. But dulce de leche is a very popular Argentinian confection, and there’s a lot of competition around, both from artisanal producers like them and well-known industrial producers. Therefore, the campaign needed to have both some local flavor and an ingenious idea that would differentiate them from the rest.
Strategy
Dulce de leche is usually tied to tradition, but we realized we needed to be a brand that was tightly tied to the spirit of the times. A brand that doesn’t try to be loved by everybody like all others, but one targeted towards the bold and the progressive. That meant that, it needed to be a brand that isn’t afraid to speak out
DDL is a tradition that reaches all classes, genders, ages and backgrounds. Unfortunately, so does sexism. And since 81% of women eat it daily, we figured this would be the right issue to focus on.
The feminist wave has been the strongest one in the region. Yet this remains a country with a deeply ingrained patriarchal culture. Where did we see it every day? Each time a costumer opened their wallets: six different men were portrayed in the bills, while only one woman had hers.
Relevancy
Retail stores in Argentina are places where hardly ever something interesting happens. We live in the era of entertainment, however, local retail stores still don’t see e-commerce as a big competitor and so they haven’t been putting too much effort into creating a compelling experience for their consumers. Overall, the usual retail experience is not very different than it was 10 or 20 years ago, maybe more. Surprising the consumer with an innovative action that also makes them think about an important issue affecting our society is a step in the right direction that we hope other brands will follow.
Outcome
We doubled our media reach thanks to earned media. Respecting brand tracking, the trust value went from 2,2 to 4.1/5. Meanwhile, in Instagram our engagement rate grew more than 7 points. The initiative was commented and shared by more than 15 opinion leaders. Which is more, that month became their most successful yet. And 86% of costumers paid with bills that portrayed a woman.
Execution
During the whole month of March, everyone who came to the stores was informed at the cash register that they could either pay with a Roca bill, that would be worth the standard 100 pesos, or with an Evita bill, that would be worth an extra 27 pesos. After the cashiers would explain why, surprised, people would reach for their wallets to find an Evita one.
Campaign Description
Argentina has two different 100 pesos bills: one portraying a man (Julio Roca), the other portraying a woman. This last one is the only bill featuring a woman in Argentina’s history. And not any woman: Evita Perón, someone who’s remembered for fighting inequality between sexes. As Women’s Day was approaching, we came up with the idea of raising awareness about the gender pay gap by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, meaning while Roca’s bills were worth 100 pesos, Evita’s bills were worth 127. This way consumers could become conscious in a very concrete, tangible way of the injustice in how much men and women are paid for the same work.