Geometry Global Hong Kong and Colombia develop plant based aphrodisiacs created to stem the demand for endangered wildlife

Flora for Fauna1.jpgIllegal wildlife trafficking has prevailed for centuries and today reaches an estimated market value of $19 billion USD (source: Havocscope). The demand for aphrodisiacs containing these ingredients is one of the drivers of this trade and has clearly led to the poaching of endangered animals and plants, many of which risk extinction.

China is a significant consumer of these aphrodisiacs, the ingredients for which are sourced from all over the world. Hong Kong is no exception either, with both its own local demand and as a gateway to China.

The Colombian Ministry of Environment and Sustainable Development became aware of the demand for its own wildlife species and wanted to stop this illegal activity. So they turned to Geometry Global Colombia, their partner agency since 2014. Meanwhile in Hong Kong, WildBond Hong Kong, a conservation group dedicated to protecting endangered species, was looking for ways to reduce the demand for wildlife aphrodisiac products.

Flora for Fauna2.jpgFlora for Fauna5.jpgFlora for Fauna4.jpgFlora for Fauna.jpgGeometry Colombia and Hong Kong decided to take on this and took a novel approach. Instead of trying to change the behavior of the poachers, they would change the behavior of the consumers by subtly redirecting them towards sustainable and environmentally friendly products.

And Colombia has the perfect sustainable ingredient: the Chontaduro fruit, known as "Nature's Viagra," is believed to have powerful aphrodisiac powers and has been used for centuries by the Afro-Colombian communities of the Pacific Coast of Colombia.

Bringing in the expertise of Geometry's two offices and WildBond Hong Kong, Geometry Global embarked on a complex project to invent new products with this fruit and create a new brand that would appeal to the Chinese buyer of erotic merchandise and aphrodisiacs. Hong Kong team transcreated the original myth of Colombian fruit for the Chinese audience, explored the channels and the trade, led brand identity and packaging design, and identified the best possible formulations needed for these channels.

Multiple products were developed including massage oil, candles, and an energy drink, and marketed under a provocative Chinese brand name (She Shou Tao, or "Orgasmic Peach") with a compelling package design to suit this unique sales channel.

The products are available in select adult shops and massage parlors in Hong Kong and Shenzhen, China. To date, 500 kilos of chontaduro have been used to produce massage oil (sold 3500 bottles), candles (sold 800 units), and an energy drink (sold 3,000 bottles).

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 behavior."

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."

Edwin Pineda, ECD Geometry Global Colombia commented, "As an agency we focus on changing behavior. In this case we realized that it would be nearly impossible to change the behavior 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!"

Credits -
Geometry Global
David Paysant Geometry Global Hong Kong Chief Executive Officer
Xavier Serrano, Geometry Global Colombia Chief Executive Officer
Daniel Comar, Geometry Global Asia Pacific Regional Executive Creative Director
Juan Jose Posada, Geometry Global UK Chief Creative Officer
Julian Hernández, Geometry Global Hong Kong Executive Creative Director
Edwin Pineda, Geometry Global Colombia Executive 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
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
Ivan Meza, Geometry Global Colombia Independent Creative
Alex Del Río, Geometry Global Colombia Independent Creative
Whisky Film - Andrés Colantoni, Country Manager and Partner
Latina Post - Andrés Moreno, Creative Director
Machina Studio - Camilo Lucena, Audio Director
Sonido Azulado - David Cárdenas, Audio Director

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.