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.

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