Colombia Ministry of Environment - “Orgasmic Peach” aphrodisiac (2017) Case study

by: Dabitch, May 25 2017 - 2:16pm

My favourite part of advertising is the problem solving. This idea solves a big problem in such a clever way I just know it'll bring home Lions from Cannes. Provided they manage to make a case study that is shorter than this one.

The Colombian Ministry of Environment and Sustainable Development had a very specific problem to solve. They need to stop the trafficking of illegal wildlife in Colombia. Geometry Global Colombia, their partner agency since 2014, was tasked to brainstorm ways to achieve this. Their solution: change the behaviour of those who were buying the illegally trafficked wildlife. Chinese consumers believe in the stamina and libido increasing promises of rhinoceros horn and tiger parts, so Geometry Global decided to give them a fruit to believe in instead. The ugly chontaduro fruit was rebranded as “Orgasmic Peach,” packaged as massage oils, supplements, energy drinks and was sent out to work in the red light districts of China. This is brilliant!

With the help of the expertise at Geometry’s Hong Kong office and WildBond Hong Kong, a conservation group dedicated to protecting endangered species, Geometry created the new brand that would appeal to the Chinese buyer of aphrodisiacs, identified the distribution networks and sales channels and brought the product to market. Go team Geometry. The social impact of this increased demand for the ugly fruit has African-Colombian communities in the Colombian Pacific busy harvesting more, creating new job opportunities there.

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.”

The red and blue package designs are excellent as well, as they appear different in different lighting. I might have to order some of these energy drinks just for that. If you want to, you can via the website Flora for Fauna

Geometry Global
Xavier Serrano, Geometry Global Colombia Chief Executive Officer
David Paysant Geometry Global Hong Kong Chief Executive Officer
Daniel Comar, Geometry Global Asia Pacific Regional Executive Creative Director
Juan Jose Posada, Geometry Global UK Chief Creative Officer
Edwin Pineda, Geometry Global Colombia Executive Creative Director
Julian Hernández, Geometry Global Hong Kong Executive Creative Director
Julian Guarin Barkach, Geometry Global Colombia Creative Director
Omar Romero, Geometry Global Colombia Planning Director
Camilo Afanador, Geometry Global Colombia Regional Production Vice President
María Cristina Manosalva, Geometry Global Colombia General Account Director
Maria Paula Marmolejo, Geometry Global Colombia Account Director
Carlos Bedoya, Geometry Global Colombia Art Director
Daniela Abril, Geometry Global Colombia Account Executive
Carlos Arredondo, Geometry Global Colombia Creative Director
Harshad Sreedharan, Geometry Global Hong Kong Business Director
Jay Lee, Geometry Global Hong Kong Copywriter
Anastasia Simone Franz, Geometry Global Hong Kong Art Director
Celia Wang, Geometry Global Hong Kong Account Manager
Zeph Teng, Geometry Global Hong Kong Associate Creative Director
Kathy Yu, Geometry Global Hong Kong Account Executive
Pablo Verbeke, Geometry Global Hong Kong Videographer
Ivan Meza, Geometry Global Colombia Independent Creative
Alex Del Río, Geometry Global Colombia Independent Creative