How Geometry Global Used Fruity Aphrodisiacs to Save Endangered Animals

Illegal wildlife trafficking has prevailed for centuries and today reaches an estimated market value of $19 billion USD. 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. 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 with whom they created several successful campaigns to save their marine ecosystems from the invasive Lionfish species.

Geometry took a novel approach. Instead of trying to change the behaviour of the poachers, they would change the behaviour 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 Hong Kong office and WildBond Hong Kong, a conservation group dedicated to protecting endangered species, 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.

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

The products are available in select adult shops and massage parlours 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 behaviour.”

Edwin Pineda, ECD Geometry Global Colombia commented: “As an agency we focus on changing behaviour. In this case we realised that it would be nearly impossible to change the behaviour 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!”

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.”

For more campaign details, and full list of products, click here.

Full Credits

Geometry Global

Chief Executive Officer

Xavier Serrano, Geometry Global Colombia 

David Paysant Geometry Global Hong Kong 

Regional Executive Creative Director

Daniel Comar, Geometry Global Asia Pacific

Chief Creative Officer

Juan Jose Posada, Geometry Global UK

Executive Creative Director

Edwin Pineda, Geometry Global Colombia 

Julian Hernández, Geometry Global Hong Kong 

Creative Director

Julian Guarin Barkach, Geometry Global Colombia 

Carlos Arredondo, Geometry Global Colombia

Associate Creative Director

Zeph Teng, Geometry Global Hong Kong

Art Director

Carlos Bedoya, Geometry Global Colombia 

Anastasia Simone Franz, Geometry Global Hong Kong

Copywriter

Jay Lee, Geometry Global Hong Kong 

Videographer

Pablo Verbeke, Geometry Global Hong Kong 

Independent Creative

Ivan Meza, Geometry Global Colombia 

Alex Del Río, Geometry Global Colombia 

Planning Director

Omar Romero, Geometry Global Colombia 

Regional Production Vice President

Camilo Afanador, Geometry Global Colombia 

General Account Director

María Cristina Manosalva, Geometry Global Colombia 

Business Director

Harshad Sreedharan, Geometry Global Hong Kong 

Account Director

Maria Paula Marmolejo, Geometry Global Colombia 

Account Manager

Celia Wang, Geometry Global Hong Kong 

Account Executive

Daniela Abril, Geometry Global Colombia 

Kathy Yu, Geometry Global Hong Kong 

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