While animal-based aphrodisiacs are technically illegal, the current infrastructure has been ineffective at curbing demand. We provided a legal, sustainable, and powerful over-the-counter alternative.

We realized that no traditional campaign could stop the demand for these exotic sex enhancers. But what if we could trick these Chinese consumers into switching to 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 compared to Viagra.

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

Our products were created to demonstrate to a specific category of customers that swapping illegal animal aphrodisiacs for a sustainable plant-based one is possible, inviting them to try our product. A swap that helps our planet and a win-win for everyone.

Implementation and Timeline:

From the extraction of the Chontaduro fruit from the Colombian jungles in 2015, development of new formulations to compete directly against black market product, creation of a new brand and the export of this products to China; to the import, planning, delivering She Shou Tao Products and infiltrating them where our competition is being sold in 2016.

Placement:

Initially starting in Shenzhen. Soon, spreading to Hong Kong, Macau, Guangzhou, Guilin, Kunming, and Xiamen.

Scale: China

Human Impact:

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

-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.

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

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.

Achievement:

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

For the launch of She Shou Tao, we need to change consumer behaviour so we decided on a more direct approach: instead of trying to stop demand, we re-directed it to a sustainable alternative that’s harmless to animals and helps men boost its mojo.

To generate meaningful results, we created a new product and turn it into our call to action and main message: Swap Flora For Fauna. Promoting our new brand by infiltrating the very same backdoor channel illegal aphrodisiacs are being sold.

She Shou Tao attracted the attention of animal aphrodisiacs consumers, mainly 35+ year-old Chinese men who believe in Traditional Chinese Medicine and folk remedies that operate under the assumption that eating animal parts will grant you some of their characteristics. Whatever it takes to get their virility back.

Every design decision from naming to aesthetics was benchmarked against the current aphrodisiacs category. Through our appropriately inappropriate packaging, we infiltrated the sex shops, saunas, strip clubs, and Karaoke bars where our competition (traditional illegal aphrodisiacs) reigned and directly challenged them with our "new" sustainable alternative.

At the core of our campaign were products specially formulated to infiltrate specific channels: drink mixers for bars and nightclubs, rubbing oils and candles for saunas and massage parlors. We created digital buzz by placing banners on escort’s websites, blogs, and social media, reaching pornstars and cam girls who are popular in China.

China is the world’s largest market for illegal aphrodisiacs. Here, men don’t care about where these products come from, or the species that had to die for them in every corner of the globe, including Colombia.

The Colombian Ministry of Environment and Sustainable Development needed a solution to protect endangered species from the illegal wildlife trade.