In Brazil, advertising agency DPZ Propaganda, developed a disruptive marketing campaign for Vantage stain remover.
In most Brazilian households, tomato sauce is the biggest stain offender. Therefore, to grab the attention of consumers in a competitive market, Vantage created its own ketchup packet in the shape of a stain to remind people that accidents can happen at any time.
The copy on the back of the packet read:
“Stains. Hard to avoid, easy to remove. Vantage stain remover”
The campaign arose curiosity amounts consumers and in just 3 days, the 100,000 packs that were distributed in snack bars and restaurants around São Paulo, were all gone. Contributing to the success of the campaign was the discovery that many people took the packets home as souvenirs.