We realized no traditional campaign could stop the demand for sex enhancers of exotic origins. But what if we could trick them into a legal and sustainable alternative?

We gave them Flora for Fauna.

Camouflaging it as a “forbidden elixir”, we introduced China to the Colombian Chontaduro: A fruit so powerful it’s often compared to Viagra.

The fruit itself was unappealing, so we gave it an catchy Chinese name, She Shou Tao (Orgasmic Peach), invoked the fruit’s rich Afro-Latin heritage to challenge millennia of Chinese traditions, and developed a whole range of erotic products to infiltrate in the main channels selling these illegal aphrodisiacs.

Design elements and their integration:

From naming to final packaging, every last detail of the design elements were crafted to infiltrate into the category of illegal aphrodisiac’s look and feel. The style was inspired by the neons of the red light districts and establishments we infiltrated, our design touch points.

The artwork in the pack was conceived to dramatize the transformation of a man who tries Chontaduro, inspired in the double standards of Chinese men, and the design of every product was carefully crafted to mimic our illegal competition.

Scale: China

Value added:

We created a range of sustainable aphrodisiacs to help men while protecting endangered species for years to come.

Value for Consumer

We helped China boost its mojo with a legal and sustainable solution that comes right on time as the one-child policy ended in 2015.

Reach:

Since March 2016, we delivered over 500kg of Chontaduro-based products. These were initially available in 3 venues in Shenzhen. Soon, our distribution extended to e-commerce, now available throughout Hong Kong, Macau, Guangzhou, Guilin, Kunming, and Xiamen with plans for countrywide expansion.

Cultural Impact

-The Colombian Ministry of Environment and Sustainable Development is helping hundreds of small Chontaduro producers in Colombia access the world's largest aphrodisiacs market.

- According to Wildbond, every kilo of product sold gave an endangered species a fighting chance:

- 1 rhino horn: 2,3k

- 1 bear testicle: 500g

- 1 tiger penis: 900g

- 1 sea cucumber: 300g

Brand Relevance:

To make She Shou Tao attract the attention of animal aphrodisiacs consumers, we benchmarked the illegal aphrodisiac's category in order to mimic their packagings and blend our brand in, but at the same time to make it campy enough to stand out in sex shops, convenience stores, saunas and Karaoke bars, where our competition were challenged directly by a "new" traditional remedy.

Our campaign elements were actual products formulated to infiltrate in very specific venues and conquer a ver specific target audience, Chinese men in his 50s, that don't believe in western medicine and need the strength of rhinos, the rage of tigers and the power of bears to perform.

To do so, we decided to go to the dark heart of the trade, in Shenzhen, China, to launch it.

Situation:

The global black market trade of wildlife is now worth an estimated $19 billion a year, making it the second-largest illegal industry worldwide behind drugs.

As one of the most biodiverse countries in the world, Colombia has been severely affected.

Brief:

The Colombian Ministry of Environment and Sustainable Development needed to create a campaign with the sole objective of protecting Colombian endangered species from Asia's demand, responsible for the quasi-extinction of hundreds of species around the globe.

Every year, hundreds of traditional campaigns around the world are created to try and stop this practice, yet none have seemed to create a real impact.

Objectives:

We realized that stopping the demand may be impossible. So, we decided to redirect it, towards a natural, sustainable alternative.

Project Scale and Volume:

As a non-profitable campaign, we delivered over 500kg of our product to venues where our competitions is being sold in China.