Laundry detergents tell consumers what they want to hear, but the Vantage Ketchup campaign is bold enough to challenge consumers to the task of removing tomato sauce from their clothing.
These unique spatter-shaped sachets were designed by advertising agency DPZ Propaganda of São Paulo, Brazil, so that they would splash on the person who opened them. Asserting that stains are "hard to avoid" but "easy to remove," the brand exudes a calculated confidence with respect to Vantage Stain Remover.
Where the front of the packaging has a generic label that reads "ketchup" and the image of a tomato, the back of the pouch highlights the existence of the clothes washing elixir. The Vantage Ketchup campaign was a success, handing out all 100,000 packets to consumers interested in fighting on the of the most common causes of stains.
Key Themes Behind This Trend
- Stain Remover Campaigns
- Creating daring and unconventional marketing campaigns that promote the effectiveness and efficiency of stain removers can appeal to consumers as a solution to everyday household problems.
- Innovative Product Packaging
- Designing product packaging that challenges consumers to interact with the product in a unique way, such as with spatter-shaped sachets, can differentiate a brand from its competitors and generate buzz.
- Advertising Boldness
- Companies that challenge consumers and promote their products in a daring and confident way, such as by asserting that stains are easy to remove, can capture the attention of consumers and drive sales.
Where This Applies
- Home Cleaning Products
- Home cleaning product companies can create innovative and bold advertising campaigns that promote the effectiveness of their stain remover products.
- Advertising Agencies
- Advertising agencies can create unique and daring marketing campaigns for their clients that challenge traditional advertising norms and generate buzz among consumers.
- Consumer Packaged Goods
- Consumer packaged goods companies can differentiate themselves and capture the attention of consumers by designing innovative and interactive product packaging, such as spatter-shaped sachets.
