Sustainable aphrodisiac
When a problem can't be easily solved, creativity is called for. The problem in this case: the Chinese enthusiasm for aphrodisiacs derived from endangered species. The creative solution: a plant-based aphrodisiac from Colombia and its clever marketing.
The illegal wildlife trade has existed for centuries and today has an estimated turnover of 19 billion US dollars. The demand for aphrodisiacs containing ingredients from endangered species is one of the driving forces behind this trade and has contributed significantly to the decimation of endangered animals and plants.
China is a major market for these aphrodisiacs. Hong Kong is no exception - both with its own local demand and as a gateway to China.
The Colombian Ministry of Environment and Sustainable Development became aware of the demand for native wildlife species and wanted to put a stop to the illegal trade. They approached Geometrie Global Colombia, their partner agency since 2014, with this project. At the same time, Wild Bond Hong Kong, a group dedicated to the protection of endangered species, was looking for ways to reduce the demand for wildlife aphrodisiacs. They joined forces and developed an interesting approach.
Instead of changing the behavior of poachers, the partners aimed to change the behavior of consumers. This was to be changed by cleverly "redirecting" them towards sustainable and environmentally friendly products.
And Colombia has the perfect sustainable ingredient for the project: the chontaduro fruit (peach palm), which is known as "nature's Viagra". It is said to have a strong aphrodisiac effect, which is why it has been used for centuries by the Afro-Colombian communities on Colombia's Pacific coast.
Inventing new products with this fruit and creating a new brand that would appeal to the Chinese buyer was a complex undertaking for the agency. Wild Bond Hong Kong, for its part, spread the myth of the Colombian fruit to the Chinese "public", investigating the channels and trade in illegal aphrodisiacs. Everything was done to ensure that the product was as credible as possible.
Several products were developed, including massage oil, candles and an energy drink, and marketed under a provocative Chinese brand name (She Shou Tao, meaning "Orgasmic Peach").
The products are available in selected stores and massage parlors in Shenzhen, China. The campaign seems to be going well: Several thousand products have already been sold - and sales figures are on the rise. (nod)
