Vantage: KETCHUP-STAIN PACKET

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.