VMLY&R COMMERCE LATAM
Thu, 25 May 2017 12:14:19 GMT
Illegal wildlife trafficking has prevailed for centuries and today reaches an estimated market value of $19 billion USD. The demand for aphrodisiacs containing these ingredients is one of the drivers of this trade and has clearly led to the poaching of endangered animals and plants, many of which risk extinction.
China is a significant consumer of these aphrodisiacs, the ingredients for which are sourced from all over the world. The Colombian Ministry of Environment and Sustainable Development became aware of the demand for its own wildlife species and wanted to stop this illegal activity. So they turned to Geometry Global Colombia, their partner agency since 2014 with whom they created several successful campaigns to save their marine ecosystems from the invasive Lionfish species.
Geometry took a novel approach. Instead of trying to change the behaviour of the poachers, they would change the behaviour of the consumers by subtly redirecting them towards sustainable and environmentally friendly products.
And Colombia has the perfect sustainable ingredient: the Chontaduro fruit, known as “Nature’s Viagra,” is believed to have powerful aphrodisiac powers and has been used for centuries by the Afro-Colombian communities of the Pacific Coast of Colombia.
Bringing in the expertise of Geometry’s Hong Kong office and WildBond Hong Kong, a conservation group dedicated to protecting endangered species, Geometry Global embarked on a complex project to invent new products with this fruit and create a new brand that would appeal to the Chinese buyer of erotic merchandise and aphrodisiacs.
Multiple products were developed including massage oil, candles, and an energy drink, and marketed under a provocative Chinese brand name (She Shou Tau, or “Orgasmic Peach”) with a compelling package design to suit this unique sales channel.
The products are available in select adult shops and massage parlours in Hong Kong and Shenzhen, China. To date, 500 kilos of Chontaduro have been used to produce massage oil (sold 3500 bottles), candles (sold 800 units), and an energy drink (sold 3,000 bottles).
Gabriel Vallejo, former Colombian Minister of Environment and Sustainable Development, said: “On the fauna traffic matter, we are attacking the source of the problem by eradicating the behaviour.”
Edwin Pineda, ECD Geometry Global Colombia commented: “As an agency we focus on changing behaviour. In this case we realised that it would be nearly impossible to change the behaviour of illegal traffickers. So instead we focused on getting the buyers to switch brands at the moment of purchase. What a beautiful problem to solve!”
Juliàn Hernandez, ECD Geometry Global Hong Kong added, "Wildlife traffic is a global issue that requires global thinking. That’s why we’re thrilled with this collaboration, that has given us the chance to invent new products, a new brand, and craft an effective marketing and distribution strategy in China with the goal of saving endangered animals across the globe, while supporting farming communities in Colombia. It is indeed a once in a lifetime opportunity.”
Chief Executive Officer
Xavier Serrano, Geometry Global Colombia
David Paysant Geometry Global Hong Kong
Regional Executive Creative Director
Daniel Comar, Geometry Global Asia Pacific
Chief Creative Officer
Juan Jose Posada, Geometry Global UK
Executive Creative Director
Edwin Pineda, Geometry Global Colombia
Julian Hernández, Geometry Global Hong Kong
Julian Guarin Barkach, Geometry Global Colombia
Carlos Arredondo, Geometry Global Colombia
Associate Creative Director
Zeph Teng, Geometry Global Hong Kong
Carlos Bedoya, Geometry Global Colombia
Anastasia Simone Franz, Geometry Global Hong Kong
Jay Lee, Geometry Global Hong Kong
Pablo Verbeke, Geometry Global Hong Kong
Ivan Meza, Geometry Global Colombia
Alex Del Río, Geometry Global Colombia
Omar Romero, Geometry Global Colombia
Regional Production Vice President
Camilo Afanador, Geometry Global Colombia
General Account Director
María Cristina Manosalva, Geometry Global Colombia
Harshad Sreedharan, Geometry Global Hong Kong
Maria Paula Marmolejo, Geometry Global Colombia
Celia Wang, Geometry Global Hong Kong
Daniela Abril, Geometry Global Colombia
Kathy Yu, Geometry Global Hong Kong
Andrés Colantoni, Country Manager and Partner
Andrés Moreno, Creative Director
Camilo Lucena, Audio Director
David Cárdenas, Audio Directorview more - Creative
Categories: Environment, Corporate, Social and PSAsVMLY&R COMMERCE LATAM, Thu, 25 May 2017 12:14:19 GMT