Pond's is perceived as a very traditional brand in Latin America so we needed to move away from that to engage teens. The end benefit is "beautiful skin" so we focused on what that might mean to them: lots of potential suitors and disgruntled dads.
We came up with a 4-step strategy:
1. Launch with a traditional ad campaign
2. Stage a stunt where "fathers" would organize into a guerrilla movement that lobbied against the use of the product.
3. The original campaign material would then be vandalized by the movement, urging parents to keep their daughters away from the product.
4. As the product launched throughout Latin America, movement also spread to different countries, protesting every step of the way.
My role: Concepting / Strategy / Copywriting
TRADITIONAL AD CAMPAIGN
THE FATHERS' GUERRILLA MOVEMENT IS BORN IN MEXICO
The P.A.E.L. introduce themselves and explain what their mission is: to keep their daughters away from Pond's Facial Foams.
The P.A.E.L. movement creates its own crude media: videos, website, YouTube channel. Sometimes rallying against the brand, sometimes posting threats against their daughters' suitors.
THE MOVEMENT VANDALIZES THE ORIGINAL AD CAMPAIGN.
Local P.A.E.L. recruiting video, urging dads to take action against Pond's Facial Foams. They even take over the brand's website and interrupt spots playing on TV and in movie theaters.
THE P.A.E.L. MOVEMENT (AND THE PRODUCT LAUNCH) SPREAD TO OTHER LATINAMERICAN COUNTRIES: ARGENTINA, VENEZUELA, COLOMBIA
