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The Sorority Packs

The Sorority Packs | PepsiCo | Havas
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basics
Industry: Retail & Distribution
Media:Design & Branding
Style: Minimalism
descriptioncnen
Why is this work relevant for Direct?

?

Why is this work relevant for Media?

Women have fought not to be labeled by their appearance. Besides that, a survey revealed that 65% of them do not feel represented by advertising. eQlibri has supported women's self-acceptance through countless initiatives. But its packaging didn’t reflect that. That’s why we created new packaging and we took the chance to rebrand eQlibri.

To show our support to women, rip off old labels, inspire them to feel proud about themselves and willing to support each other.

Project scale and volume ? - All eQlibri products produced during February and March had the new packaging. They were distributed

Statistics comproved that 65% of women don’t feel represented by ads.
We took this insight and created new packaging and new positioning that speaks to all women, of all colors, and all shapes, all accents.

Background

Situation - ?Women have fought not to be labeled by their appearance. Besides that, a survey revealed that 65% of them do not feel represented by advertising.

Brief ?- eQlibri has supported women's self-acceptance through countless initiatives. But its packaging didn’t reflect that. That’s why we created new packaging and we took the chance to rebrand eQlibri.

Objectives ?- To show our support to women, rip off old labels, inspire them to feel proud about themselves and willing to support each other.



• Project scale and volume ? - All eQlibri products produced during February and March had the new packaging. They were distributed throughout Brazil.

Describe the creative idea/insights (30% of vote)

eQlibri is a Pepsico snack brand that supports women's self-acceptance. To fight against damaging stereotypes and inequatilities, we took a stand and turned our own packaging into billboards to highlight diversity and equity.

On the front, dozens of illustrations combined a squad of women of all accents, colors and shapes.
On the back, the hashtag #WomenToFollow invited the audience to discover the work of amazing women, creating a network that inspires each other.

The target audience is real women 25-40 years old, urban, that have a hectic routine and are divided between work, home, family, gym and friends.

Describe the strategy (20% of vote)

• Data gathering :?
According to Todxs Research, 65% of Brazilian women do not feel represented by the advertising made in the country.

• Target audience
Real women 25-40 years old, urban, that have a hectic routine and are divided between work, home, family, gym and friends.

• Approach ?
To fight against damaging stereotypes and inequalities, we took a stand and turned our own packaging into billboards to highlight diversity and equity.

Describe the execution (20% of vote)

We redesigned our packaging to proudly represent ALL women. Films, POS, OOH, social networks and our own product helped spread the message.

The campaign began on International Women's Day and lasted until the end of April.


All eQlibri products produced during March and April had the new packaging. They were distributed throughout Brazil.

List the results (30% of vote)

Sales increased 5% in a period when retail has dropped and ad value has grown over U$$ 600.000.

Large publications and thousands of women highlighted our new packaging and campaign.

Potential range of 28 million people.

Thousands of women have identified immediately and showed how much they felt represented through Instagram Stories, posts and comments.

We impacted people with a message of sorority and diversity even in markets and convenience stores through packs they took inside their own homes.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Media
Use of Ambient Media: Small Scale
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